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Events and Tourism Review Vol. 4 No. 2 (2021), 28-35, DOI: 10.18060/25626                                                                                                  

               Copyright © 2021 Cruz García Lirios 

  This work is licensed under a Creative Commons Attribution 4.0 International 

License. 

 

Events and Tourism Review                                     
 
December 2021                                                                                                                                            Volume 4 No. 2      

   

 

Image of the destination in knowledge management for the reactivation of the 

tourism economy in the face of Covid-19 

 

 

 

 

Cruz García Lirios 

 

National Autonomous University of Mexico 

Correspondence: bundestrans@icloud.com (C. García Lirios) 

 

 

 
 

 

 

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Recommended Citation 

García Lirios, C. (2021). Image of the destination in knowledge management for the reactivation 

of the tourism economy in the face of Covid-19. Events and Tourism Review, 4(2), 28-35.  
 

 

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Events and Tourism Review Vol. 4 No. 2 (2021), 28-35, DOI: 10.18060/25626                                                                                                  

               Copyright © 2021 Cruz García Lirios 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

García Lirios, C. (2021) / Events and Tourism Review, 4(2) 
                                                                                                                                                                            29  

 

 
 

 

 

  Abstract 

 

The image of the destination is a central process in the tourism agenda. The establishment of a 

model or explanatory includes predictive variables the satisfactory experience in terms of transfer, 

stay and return. In this way, the objective of this work is to demonstrate the axes, trajectories and 

relationships between the determining variables of the destination image in order to anticipate 

knowledge management scenarios aimed at reactivating the tourist economy. A correlation work 

was carried out to with a selection of sources indexed to international repositories, considering the 

search for keywords in the period of the pandemic. The results show homogeneous random effects 

that suggest risk thresholds for the decision - making of the tourist experience based on its 

predictors, although these findings correspond to a data tracking and processing system that can be 

developed according to the prevalence of the literature. 

 

 Keywords: Covid-19 Image Destiny; Knowledge Management; Tourism 
 

 

 

Introduction 

 

At the time of writing, the SARS-CoV-2 coronavirus pandemic and Covid-19 disease have 

infected 3 million, sickened 1.5 million, and killed 700,000. In Mexico, 600,000 have 

been confirmed, 30,000 have become ill and 75,000 have died. 

Faced with this gloomy outlook, the strategies to reactivate the economy focus on tourism for 

the most visited countries, although the proposals are focused on groups based on their age, income 

or motivation, new findings suggest approaching the promotion from the type of generation. In this 

way, a generational segment is determined by values, beliefs, attitudes, motives and intentions of 

transfer based on the image of the destination. In this sense, the image of the destination has been 

the explanatory variable of tourism as it is determined by the quality of transport and the time of 

travel. The image of destiny is an expectation of relaxation, recreation, enjoyment, happiness or 

satisfaction. 

Therefore, the objective of this work is to establish generational differences with respect to 

tourism, considering a systematic review of the literature from 2007 to 2020 in order to establish the 

axes, trajectories and relationships of the research agenda on the matter. 

The hypothesis that guides this work is that generational differences follow a specific 

trajectory of demands and expectations that may coincide, but distinguishable by their degree 

of representation in a scenario of high risk of contagion. 

This work includes a review of the literature that supports the differences and similarities 

between generations, as well as a taxonomy of their characteristics, demands and expectations in 

risk situations. The methodological approach is based on generational asymmetries, as well as the 

interpretation of the systematic review, discussion and conclusive reflection. 

 

Theory of generational tourism 

 

Based on a generational distinction, the present work exposes differences and similarities 

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Events and Tourism Review Vol. 4 No. 2 (2021), 28-35, DOI: 10.18060/25626                                                                                                  

               Copyright © 2021 Cruz García Lirios 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

García Lirios, C. (2021) / Events and Tourism Review, 4(2) 
                                                                                                                                                                            30  

 

between generations regarding the tourism market in Mexico (Benseny, 2007). It should be noted 

that in terms of the use of electronic technology, devices and networks, there appear to be 

distinctions between generations, but in terms of transport and destination decisions, similarities are 

more likely given that in Mexico the infrastructure has not been developed based on potential users 

and customers (Ibáñez, & Cabrera, 2011). 

Thus, the discussion focuses on comparing the use intensive marketing related technology to 

tourism and decisions and behaviors of potential customers or users of tourism services. 

Differences between can be generations observable regarding the use of technologies, devices 

and electronic networks promoters or broadcasters tourism in Mexico, although the similarities 

would be with respect to transport infrastructure and destinations (see Table 1). 

 

Table 1. Differences and similarities generational tourism 

 

Generation Differences Similarities 

Under 30 

years old 

Use of electronic applications and 

pages dedicated to tourism based on costs and 

benefits, as well as the identity of the places or 

recommendations. 

Planning vacations, visits, 

excursions, businesses or 

gatherings, assuming the 

security of the transfer and the 

place. 

Between 30 

and 60 years 

Use of applications from promotions and 

exhibition of life experiences, 

satisfaction and happiness. 

Transfer decisions, looking for 

new experiences with a low 

risk in the transfer and the 

destination. 

Over 60 

years 

Use of applications from the diffusion of places 

in electronic networks that diffuse places and 

people, services. 

Emotions around transport and 

destinations, considering high 

risks in the experiences. 
Source: Prepared with the data of the study 

 

From these distinctions and similarities, the contributions of generations to market tourism in 

Mexico are: 1) promotion of transport and places based on security levels (high, medium and 

low); 2) offers of experience consumption, assuming that the transport and the destination maintain 

minimum levels of security; 3) consumption of transport and destination s to from the degree of 

satisfaction of experience conceived as a tolerable risk (Linares and Morales, 2014).  

However, the analysis can be developed from the use of applications, content, promotions and 

the experiences of tour operators, considering their generation and in relation to the security levels 

of tourist preferences. 

Regarding the differences and similarities, trajectories of relationships are revealed between 

categories that explain the contributions of the generations, although Mexico's infrastructure limits 

the information dimensions and the provisions of prospects given the degree of safety of transport 

and places of destiny. 

 

Generational tourism studies 

 

This section includes investigations into the preferences and expectations of generations 

conceptualized in the previous section regarding the type of transfer and the image of the 

destination. It starts from the premise that tourism reflects the needs and expectations of 

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Events and Tourism Review Vol. 4 No. 2 (2021), 28-35, DOI: 10.18060/25626                                                                                                  

               Copyright © 2021 Cruz García Lirios 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

García Lirios, C. (2021) / Events and Tourism Review, 4(2) 
                                                                                                                                                                            31  

 

generations. Consequently, empirical studies will show that such asymmetries are developed in the 

experience of travel and in the representation of tourism, such as the image, prestige and reputation 

of the services. 

The generations in relation to tourism show a prevalence of concomitant variables. These are 

the cases of the transfer experience, the quality of the service and the image of the destination in its 

dimensions of prestige and reputation (Marinao et al., 2015). In this conglomerate, the guiding 

principle is the governance of tourism services since it raises the co-management mandates between 

the parties involved public and private sectors, political and social actors. 

The administration of tourist services is more feasible in those under 30 years of age due to 

their expectations of transfer and destination (Cohen et al., 2014). This is the case of hotel services 

that attract teenagers and young people due to their low costs. 

In the case of services aimed at potential clients between the ages of 30 and 60, it is possible 

to observe that the relationships between the variables of destination image, prestige of the 

accommodation and reputation of the services explain the preferences for cultural or religious 

destinations based on of the availability of rooms, as well as the access and the experience of the 

place (Jia et al., 2016). Even the attachment to sanctuaries and loyalty as the appropriation of the 

spaces is determined by the quality of the tourist advice. 

Regarding tourists over 60 years of age, their generation has been associated with a post-

materialist profile, although it differs from the values of young people under 30 in that the former 

follow recommended destinations and the latter routes documented on the Internet (Pyke et al., 

2016). Although postmaterialism enhances the image more than the prestige and reputation of the 

destination, the difference is more observable in the quality of the transport service. Those over 60 

choose routes more adjusted to international standards. While young people have a propensity for 

risk. 

In summary, the variables of service quality, image, prestige and reputation of the destination 

are moderated by variables of risk aversion (routes, destinations and safe services) in older adults 

versus risk propensity in young people (routes, destinations and makeshift services). In the case of 

generations between 30 and 60, aversion and risk propensity are indistinct. 

 

Generational tourism modeling 

 

In this section the axes, trajectories and relationships between the variables reviewed in the 

theoretical, conceptual and empirical frameworks are exposed. Hypotheses are offered 

around explanatory sequences of the differences between the generations, as well as the relevance of 

building public policies aimed at generational tourism. 

Religious postmaterialism. It refers to the users and potential transport clients with advantages 

of safety, comfort and recreation of the satisfactory experience, although the competitive advantage 

of this tourist service lies in the happiness attributed to the reputation and prestige of the 

destination (Nouri et al., 2018). These are events or emblematic places in which the transfer 

represents an annex to the ceremonial temple, a templar building or an ancestral ritual. Once 

installed in the destinations, tourists seek a sense of community and identity with the environment 

in order to be able to represent what was happening in those places. This is the case of those who 

plan a guided tour or will request logistics to decide between several similar options. Therefore, the 

optimization of resources will be the hallmark of this style of travel and tourism 

experience. Therefore, risk aversion is its most characteristic feature. 

Ecological postmaterialism. By virtue of the favorable provisions for mountain tourism or 

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Events and Tourism Review Vol. 4 No. 2 (2021), 28-35, DOI: 10.18060/25626                                                                                                  

               Copyright © 2021 Cruz García Lirios 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

García Lirios, C. (2021) / Events and Tourism Review, 4(2) 
                                                                                                                                                                            32  

 

ecotourism focus their attention on the discovery of satisfactory experiences in the unveiling of 

experiences of rupture, crossing, stay and return, this service is distinguished by its capacity for 

innovation. It is a social construction of nature in which postmaterialism is included (Bora et al., 

2020). It is distinguished by its degree of hedonism (pleasant experience), but also of eudaimonism 

(identity) with the environment. Both types of happiness, hedonic and propensities eudaimonic 

suppose the risk (Schwartz & Chih, 2012). 

 

Method 

 

Design. A documentary, retrospective and meta-analytic work was carried out with a non-

probabilistic selection of sources indexed to international repositories such as Academia, Dialnet, 

Copernicus, Ebsco, latindex, Redalyc, Scielo, Scopus, WoS, Zenodo and Zotero, considering the 

period from 2007 to 2021, as well as keyword search; “Tourism”, “postmaterialism”, “aversion or 

risk propensity”, “hedonia” and “eudaumonia” (see Table 2). 

 

Table 2. Description of the sample 

 

Year Author Relationship Criterion 

2012 Schwartz and Chih Hedonism  Risk Perception Formative 

2014 Cohen, Prayad and Moital Consumption  Hedonism Formative 

2015. Marinao, Chasco and Valencia Hedonism ➔ Satisfaction Reflective 

2016 Pike et al., Well-being ➔ Consumption Reflective 

2016 Jia, Jia and Hsee Hedonism  Risk perception Formative 

2018 Nouri et al., Destination Image  Risk Perception Formative 

2020 Bora, Caliskan and Sabbag Hedonism  Risk Perception Formative 
 

Source: Prepared with the data of the study; Criterion:  Formative, ➔ Reflective 

 

Instrument. The Inventory of Systematic Reviews (IRS) was used, which includes 

the qualification of abstracts, considering the relationship parameters between the determining 

variables of the target image or its indicator. 

Process. The Delphi technique was implemented in three phases for filling out the IRS; 1) 

qualifying phase assigning a positive number to values between 0.30 and 0.80 as well as negative to 

any value outside that threshold; 2) comparative phase where the preliminary results are delivered to 

the judges so that they can compare their qualifications with those of their peers and, if necessary, 

reconsider the qualification; 3) consensual phase where the judges come to establish agreements and 

co-responsibilities around the proximity or remoteness of the findings with respect to the subject . 

Analysis. The data were processed in the MIX-2 package for systematic reviews, considering 

a) homogeneous random effects hypothesis contrast parameters, b) hypothesis test statistics 

of significant differences between individual effects and block effects, c) threshold values and 

percentage of effects attributed to chance. 

 

 

Results 

 

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Events and Tourism Review Vol. 4 No. 2 (2021), 28-35, DOI: 10.18060/25626                                                                                                  

               Copyright © 2021 Cruz García Lirios 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

García Lirios, C. (2021) / Events and Tourism Review, 4(2) 
                                                                                                                                                                            33  

 

Table 3 shows the results of the retrospective meta-analytic review. The Q parameter suggests 

the non-rejection of the null hypothesis regarding the significant differences between the random 

effects per finding with respect to the block effects. The H statistic shows the confidence interval 

that establishes an allowable threshold of risk for the values of homogeneity attributable to 

randomness, or bi in, the degree of heterogeneity attributable to chance.  

 

Table 3. Meta-analytic descriptions 

 

Parameter TEA IC- IC + gl P 

Q 3,490     2,232 0.000 

H 0.323 0.130 0.434     

I 2 1.12 1 % 1 11 0% 4.231%     

T 2 0.322 0.112 0.329     
 

Source: Prepared with the data of the study; TE = Effect Size, CI = Confidence interval, gl = degrees of 

freedom, p = level of significance; Parameters: Q = Square of the differences between the sizes of the 

individual effects with respect to the effects of block size; I2 = percentage degree of heterogeneity attributed 

to random effects; T = Degree of standard deviation of the effects observed in the analyzed literature, T2 = 

Degree of variance of the effects observed in the analyzed literature. 

 

Regarding the variance and standard deviation, these are at an allowable risk threshold, which 

suggests the decision to consider the homogeneous random effects reported in the literature. That is, 

the relationship between the image of the destination with respect to its determinants reported in the 

literature obeys a meta-analytic process. 

 

Discussion 

 

The contribution of the present study to the state of the question lies in the systematic, 

retrospective and meta-analytic review of the homogeneous random effects. That is to say, the 

generational variables (hedonism and risk perception) when influencing the image of the destination 

have been observed homogeneously in the selected sample. It then means that the construction of 

tourism policies can be based on the literature consulted. In that sense, hedonism and risk 

perception consistently explain from 2007 to 2021 in the image of the destination. 

The literature consulted reports that both variables, hedonism and risk, are determinants of the 

image of the destination. In other words, the expectations of satisfaction with high costs determine 

the expectations of the stay. It also suggests that the lower generation of 30 is distinguished by its 

propensity to risk and satisfactory search experiences or pl maples hedonists. In the case of those 

over 60 years of age, aversion to risk and identity to the place (eudainism) explain the image of 

destiny. Both generations, from the post-material approach, exemplify two styles of search 

for satisfying experiences, happiness in the move and the stay. 

In the present work, the hypothesis that the hedonistic and risky variables randomly affect the 

image of the tourist destination has been corroborated. Such a finding will allow the construction of 

studies on de- confinement and tourism, justifying the promotion of destinations based on their 

image and their hedonistic and risky determinants. Lines related to the systematization of findings 

around the postmaterialist model will open the discussion to the differences between generations. 

 

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Events and Tourism Review Vol. 4 No. 2 (2021), 28-35, DOI: 10.18060/25626                                                                                                  

               Copyright © 2021 Cruz García Lirios 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

García Lirios, C. (2021) / Events and Tourism Review, 4(2) 
                                                                                                                                                                            34  

 

Conclusion 

 

The objective of the present work was to review systematically and retrospectively the 

relationships between generational variables (hedonism and risk) with respect to the image of the 

destination, as well as the contrast of the hypothesis of significant differences between the 

individual parameters with respect to the block observations of the findings. 

The results show that public policies for deconfinement, reactivation of the economy and 

promotion of tourism can be based on the consistency of generational variables (hedonism and risk) 

with respect to the image of the destination. The prospective review studies based on the artificial 

simulation of the retrospective findings to turn into lines of research based on the proposed 

taxonomy of generations. 

The relevance of this study lies in the construction of a tourism agenda based on empirical 

evidence that is consistently consistent in the observed period. In addition, the design of public 

policies related to the promotion of tourist destinations based on hedonism and risk will make it 

possible to target generations and satisfactory experiences of tourists. In order to anticipate scenarios 

demand, studies should consider other variables that the literature identifies as concomitant 

variables for sociodemographic, socioeconomic and socio-educational. 

 

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Events and Tourism Review Vol. 4 No. 2 (2021), 28-35, DOI: 10.18060/25626                                                                                                  

               Copyright © 2021 Cruz García Lirios 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

García Lirios, C. (2021) / Events and Tourism Review, 4(2) 
                                                                                                                                                                            35  

 

Schwartz, Z. and Chih, C. (2012). Hedonic motivation and effectiveness of risk perceptions-  

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