Do you dare to travel to China? An examination of China's destination image amid the COVID-19

The impact of COVID-19 on destination image is critical for international tourism recovery. This study is conducted focusing on China, the first epicenter of the COVID-19 pandemic, with mixed methods. Drawing on survey data collected from 500 US travelers, the study first examines China's destination image perceptions and travel intention. The results reveal that (1) US respondents have low travel intentions to China amid the pandemic; (2) Destination safety and security is the most influential image factor that leads to the low travel intentions to China. News media is proposed to have significant influence on China's image formation due to the COVID-19. A simple content analysis is conducted on CNN's news and China is found to be tied closely with COVID-19 and most news articles are emotionally negative. Those respondents who follow news outlet websites for COVID-19 view China more negatively and have lower travel intentions.