Tracking Changes in Australia’s Destination Image Patterns Caused by COVID-19

Destination image is a dynamic construct shaped by multiple factors, including crises. The tourism industry’s high vulnerability to crises was starkly demonstrated by the COVID-19 pandemic, which caused prolonged global disruptions to public health, economies, and mobility. These disruptions heightened uncertainty and concerns about destinations’ safety, risk, and accessibility. During this period, individuals increasingly turned to social media to share information, emotions, and perceptions related to destinations. Given the dynamic and crisis-sensitive nature of destination image, this study examines how the COVID-19 pandemic reshaped Australia’s destination image across three phases—before the pandemic, during border closures, and after reopening—using text mining to analyse large-scale Reddit user-generated content (UGC). Results show that most cognitive image dimensions remained stable, though emphasis increased on transport and travel costs, political and economic issues, and the social environment, while perceptions of natural resources declined during COVID-19. Affective image analysis revealed heightened negativity during border closures, with trust remaining steady. The study contributes theoretically by advancing understanding of destination image as a dynamic construct influenced by large-scale crises, and practically by providing insights for effective crisis communication and destination image management to strengthen future resilience.