Ministerio de Universidades, Cubillas Para, Clara, Cegarra Navarro, Juan Gabriel, Tomaseti Solano, Eva, Ministerio de Universidades, Cubillas Para, Clara, Cegarra Navarro, Juan Gabriel, and Tomaseti Solano, Eva
The 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.