Destination Image of Spain Perceived by the Chinese Tourists during the Pandemic

Key Points

• Spain's destination image was notably influenced by cultural factors during the pandemic, revealing unique perceptions among Chinese tourists.
• Chinese tourists highlighted specific attributes of Spain’s destination image, emphasizing cultural and historical appeal.
• Observational analysis highlighting tourism trends in the context of the pandemic sheds light on changing traveler perceptions.
• These findings support the importance of tailored branding strategies to enhance Spain's tourism attractiveness post-pandemic.