ANALYSING DESTINATION IMAGE UNDER HEALTH RISKS IN THE POST-COVID-19 ERA IN UGANDA

Abstract

After COVID-19, health risks have increasingly influenced tourists’ perceptions of destinations, yet research on risks remains limited in emerging tourism markets. This study, mainly guided by the Risk Perception Theory, Protection Motivation Theory and the Cognitive-Affection framework, examined how health risks (disease, food safety, and road accidents) influence destination image in Uganda. A quantitative approach employing PLS-SEM was used to analyse data from 384 international tourists collected via a self-administered questionnaire. The results indicated that only disease risk had a statistically significant influence on destination image, though the effect size was small and the predictive power limited. This suggests that in Uganda, destination perceptions may be influenced more by factors such as tourist attractions and tour experiences than by health risks, thereby contributing to the literature on post-pandemic travel normalisation. Therefore, destination marketing should focus on promoting Uganda’s unique attractions, while also prioritising the management of perceived health risks.