Understanding the drivers of destination equity in the post-pandemic era: the case of Australia

Abstract

Drawing on the appraisal theory of emotions and based on an online Qualtrics survey conducted among members of the Australian consumer panel (n = 357), this study examined destination equity considering the changing travel preferences in the post COVID-19 pandemic era. The findings empirically support that in addition to conventional destination equity drivers, tourists in the post-pandemic era consider the internal environment when deciding on a travel destination. Peace of mind was identified as a key manoeuvring factor influencing tourists’ behaviours such as higher payment and share-of-wallet. Theoretical and managerial implications of the findings are presented.