In an era of mobile internet, word-of-mouth marketing has become a powerful tool for optimizing tourist destination marketing. Extensive research studies on the mechanism of word-of-mouth have been carried out. However, there is little research on the mechanism of word-of-mouth concerning tourist destinations in crisis. This article focuses on the influence mechanism of word-of-mouth in the relationship between perceived images and behavioral intentions. A structural equation model was established, with “perceived image” as the independent variable, “word-of-mouth” and “psychological distance” as mediating variables, and “behavioral intention” as the dependent variable. Our study is based on a survey in Southern Xinjiang. The final results show that word-of-mouth plays a mediating role in the relationship between perceived image and behavioral intentions. The moderating effect of word-of-mouth plays two roles in the mechanism of the perceived image on the behavioral intention: the promotion mechanism and the repression mechanism. Tourists’ sense of psychological distance significantly mediates the relationship between perceived image and behavioral intention. The findings enrich word-of-mouth and the marketing theories for the destinations in crisis, which provide enlightening insights for the sustainable development of the destinations in crisis.

Destination image and safety not only affect tourist decision-making but also the sustainable development of tourist destinations. Some tourist destinations are too vulnerable to defend against emergency tourist crises, and tourists’ perceived safety can be severely biased, which is then deepened by media panic caused by the publication of excessive negative reports. This paper discusses the mechanism of perceived safety and perceived image on tourist behavioral intention, as well as the inter-group difference. Our study is based on a survey in Southern Xinjiang in which the respondents were divided into four groups. Four structural equation models were established with “perceived safety” and “perceived image” as independent variables, “destination trust” and “perceived value” as mediating variables, and “behavioral intention” as the dependent variable. The final results show that a paradox of safety perception exists in tourists’ perception of Southern Xinjiang. The perceived safety differs sharply between the tourists who have traveled to Southern Xinjiang and those who have not. The mechanism of perceived safety on tourist behavioral intention differs from that of the perceived image on tourist behavioral intention. Destination image still plays a key role in tourist traveling decision-making. The findings are of great significance for the restoration of cognitive bias, management, and marketing activities, and the sustainable development in Southern Xinjiang and similar destinations.