Linking unlearning with the intention to recommend through destination image

PurposeThe intangible nature of tourism means that variables such as destination image (DIM) or intention to recommend (IR) are crucial for tourists, as they are reliable sources of information. However, since these are dynamic variables, they have been affected by Covid-19 and need to be updated. Based on the above, the purpose of this study is to examine how the unlearning (UL) process helps tourists to become aware of the new situation, relinquish old habits and relearn, thus, influencing DIM and the IR destinations. Furthermore, the relationship between DIM and IR is analysed. Design/methodology/approachTo analyse the proposed model, an empirical analysis was carried out through an online survey obtaining a valid sample of 457 Spanish domestic travellers. The data were analysed using partial least square structural equation modelling (PLS-SEM). FindingsResults show a positive effect between the UL outcomes and IR a destination, as well as a mediator effect of DIM on this relationship. Originality/valueTo the best of the authors' knowledge, this study analyses for the first time UL in the tourism sector as an individual process carried out by tourists and shows how it influences their decision-making process.