This research investigates the transformation of Wuhan's destination image during and after the coronavirus disease 2019 pandemic, employing a mixed-method approach to underscore the critical role of affective memories. Study 1 involved using cross-sequential qualitative data (N = 2950) to portray structural changes in Wuhan's destination image during and after the crisis. Study 2 involved using retrospective questionnaires (N = 289) to examine the mutual influence of different components of destination image over time and how these factors further affect travel intention. From a longitudinal perspective, the findings reveal the dialectical nature of the impact of the crisis on Wuhan's destination image and the power of the narrative of hope in reshaping it in the post-crisis era. The research underscores the dimensional specificity of destination image change following the pandemic and elucidates the distinctive role of affective memories in the reformulation of destination image over an extended period.
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