How to repair destination image after internal crises? The apology strategies under different information disclosure scenarios

Abstract

Crisis information disclosure generates different impacts on destination image. However, there is a research gap regarding precise strategies for repairing destination image after different types of crisis information disclosure. Referring to image repair theory, our study employs three scenario-based experiments to analyze how the interaction effect between disclosure and apology types influences destination image repair in the internal crisis context. The results demonstrate that during destination internal crises, matching self-disclosure with sympathy-oriented apology and third-party disclosure with responsibility-oriented apology is effective in repairing the destination image. Moreover, this influence process is mediated by perceived sincerity and tourist forgiveness, while interaction cues moderate the interaction effect between disclosure types and apology types on the destination image. The findings reveal intervention strategies for repairing destination image amidst internal crises and provide valuable management strategies for tourism crises.