Destination Image Co-creation in Times of Sustained Crisis

Customer co-creation feeds from customer engagement, value recognition and experience appreciation. Tourists participation in the image communication of a destination in adversity is well documented along literature addressing their motivations and their reliability as information intelligence. What remains still vague is an exploration of the above dynamics in the case of destinations in sustained crisis hence the customer predispositions for destinations under an extended duration yet reduced intensity turbulent destination image. Using Lesvos (Greece) as a case study of a destination affected by refugee and immigrant mobilities since 2012, this paper explores those constructs affecting tourists’ response and engagement in the formulation, promotion and hence co-creation of an affected destinations’ cognitive and affective image. The theoretical contribution of the paper lies in the exploration of the conscious and unconscious tourist triggers that could promote the co-repair and co-restoration of a long-affected destination’ image, with direct managerial implications both for destination and crisis management.