Analysis of the measures of COVID-19 (SARSCoV-2) in the image, satisfaction, and loyalty of visitors to a world heritage city

Abstract

This study examines the effects of the prevention measures taken against Coronavirus on the image, satisfaction and loyalty of tourists in world heritage cities. Data was obtained from tourists who visited Córdoba (España). Structural equation modeling (SEM) was used to verify the proposed hypothetical relationships. The results show that implementing Coronavirus prevention measures improves the visitors’ cognitive and emotional global image of the destination and influences visitor satisfaction with the visit and subsequent loyalty to the city. This work can be useful in the decision-making processes of city managers in their attempts to improve the satisfaction and loyalty of people who visit a city. The study analyzed the answers to questionnaires given to visitors at traditional restaurants in the city (hand disinfection systems, respecting the minimum distance between diners, …). This factor has not previously been studied in the scientific literature, making it an innovative line of research