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Sustainable or a Butterfly Effect in Global Tourism? Nexus of Pandemic Fatigue, COVID-19-Branded Destination Safety, Travel Stimulus Incentives, and Post-Pandemic Revenge Travel

Author

Listed:
  • Umer Zaman

    (Endicott College of International Studies (ECIS), Woosong University, Daejeon 34606, Korea)

  • Syed Hassan Raza

    (Department of Communication Studies, Bahauddin Zakariya University, Multan 66000, Pakistan)

  • Saba Abbasi

    (Department of Management Sciences, National University of Modern Languages (NUML), Islamabad 44000, Pakistan)

  • Murat Aktan

    (Faculty of Economics and Administrative Sciences, Mugla Sitki Kocman University, Mugla 88000, Turkey)

  • Pablo Farías

    (Departamento de Administración, Facultad de Economía y Negocios, Universidad de Chile, Santiago 8330015, Chile)

Abstract

Revenge travel has globally emerged as a dominant touristic behavior, signaling a rapid return of global tourism, but with a greater temptation for spending more and staying longer. Despite the expanding focus on global sustainable tourism, there is a lack of empirical evidence on the potential factors that build momentum for revenge travel. The aim of the present study was to develop and test a conceptualized model of revenge travel under the influence of pandemic fatigue, COVID-19-branded destination safety, and travel stimulus incentives. Drawing on the study data of international expats (N = 422) and using covariance-based structural equation modeling (CB-SEM), the findings provide new evidence that revenge travel is significantly and positively influenced by pandemic fatigue. Interestingly, the empirical findings also support two positive moderations, highlighting that COVID-19-branded destination safety (CBDS) and travel stimulus incentives (TI) can significantly increase the impact of pandemic fatigue (PF) on revenge travel (RT). Based on prominent theories (i.e., theory of planned behavior, protection motivation theory, and incentive theory of motivation) and newly developed scales (i.e., RT, CBDS, and TI), the study highlights the dynamics of revenge travel as it sets the stage for global tourism to rebound stronger than ever. The implications include new challenges and ways forward through revenge travel as a stepping stone for global sustainable tourism.

Suggested Citation

  • Umer Zaman & Syed Hassan Raza & Saba Abbasi & Murat Aktan & Pablo Farías, 2021. "Sustainable or a Butterfly Effect in Global Tourism? Nexus of Pandemic Fatigue, COVID-19-Branded Destination Safety, Travel Stimulus Incentives, and Post-Pandemic Revenge Travel," Sustainability, MDPI, vol. 13(22), pages 1-21, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12834-:d:683337
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    Cited by:

    1. Crespo Catarina & Gomes Conceição & Malheiros Cátia & Santos Luís Lima, 2023. "Determinants and COVID-19 effects on RevPAR: The case of Europe," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 13(1), pages 97-109, December.
    2. Md. Hasanur Rahman & Liton Chandra Voumik & Md. Jamsedul Islam & Md. Abdul Halim & Miguel Angel Esquivias, 2022. "Economic Growth, Energy Mix, and Tourism-Induced EKC Hypothesis: Evidence from Top Ten Tourist Destinations," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    3. Sabine Panzer-Krause, 2022. "Rural Tourism in and after the COVID-19 Era: “Revenge Travel” or Chance for a Degrowth-Oriented Restart? Cases from Ireland and Germany," Tourism and Hospitality, MDPI, vol. 3(2), pages 1-17, April.
    4. Umer Zaman & Stuart J. Barnes & Saba Abbasi & Mahwish Anjam & Murat Aktan & Muddasar Ghani Khwaja, 2022. "The Bridge at the End of the World: Linking Expat’s Pandemic Fatigue, Travel FOMO, Destination Crisis Marketing, and Vaxication for “Greatest of All Trips”," Sustainability, MDPI, vol. 14(4), pages 1-21, February.
    5. Jisun Song & Lynn Pyun, 2022. "Innovative Development Finance for Health Sector Development: Focusing on the Air Ticket Solidarity Levy System in the Republic of Korea," Sustainability, MDPI, vol. 14(5), pages 1-15, February.
    6. Umer Zaman & Inhyouk Koo & Saba Abbasi & Syed Hassan Raza & Madeeha Gohar Qureshi, 2022. "Meet Your Digital Twin in Space? Profiling International Expat’s Readiness for Metaverse Space Travel, Tech-Savviness, COVID-19 Travel Anxiety, and Travel Fear of Missing Out," Sustainability, MDPI, vol. 14(11), pages 1-19, May.
    7. Bartosz Korinth, 2022. "Impact of the COVID-19 Pandemic on International Tourism Income in Tourism Receiving Countries," Sustainability, MDPI, vol. 14(19), pages 1-12, October.
    8. Umer Zaman, 2023. "Seizing Momentum on Climate Action: Nexus between Net-Zero Commitment Concern, Destination Competitiveness, Influencer Marketing, and Regenerative Tourism Intention," Sustainability, MDPI, vol. 15(6), pages 1-19, March.
    9. Inhyouk Koo & Mahwish Anjam & Umer Zaman, 2022. "Hell Is Empty, and All the Devils Are Here: Nexus between Toxic Leadership, Crisis Communication, and Resilience in COVID-19 Tourism," Sustainability, MDPI, vol. 14(17), pages 1-19, August.

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