This study aims to provide an in-depth understanding of how hypothetical cultural festivals/events affect destination image before and after indirect experiences of them, particularly with detailed affective destination images in pandemic situations. The study examines the perceptions young adult tourists obtain from Twitter and an official homepage, the two backgrounds used for context priming. The sample comprised 248 potential tourists aged 20–39 years, 124 of whom were in the Twitter experiment group and 124 were in the official homepage group. The findings reveal significant differences in destination image before and after exposure to the hypothetical cultural festivals/events and different degrees of improved destination image between the Twitter and official homepage subjects. The importance of cultural festivals/events for destination image and the younger generation's heuristic reactions as context priming effects are discussed.

本研究旨在深入了解假设的文化节日/事件在间接体验前后如何影响目的地形象，特别是在大流行情况下详细的情感目的地形象。该研究考察了年轻成年游客从 Twitter 和官方主页获得的看法，这两个背景用于背景启动。样本包括 248 名 20-39 岁的潜在游客，其中推特实验组 124 人，官方主页组 124 人。研究结果揭示了在假设的文化节日/活动之前和之后目的地形象的显着差异，以及 Twitter 和官方主页主题之间不同程度的目的地形象改善。