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Festival travellers’ pro-social and protective behaviours against COVID-19 in the time of pandemic

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  • Xiaoting Chi
  • Gangwei Cai
  • Heesup Han

Abstract

With the uncertain pandemic situation on a global scale, pro-social and sustainable tourism performance has been continuously valued and called for. Undoubtedly, the sustainable festival tourism tactics and formation of festival tourists’ personal norms and pro-social intentions urgently need to be investigated. This study has verified the intricate relations where problem awareness of COVID-19, ascription of responsibility, positive and negative anticipated feelings, descriptive and injunctive social norms and a sense of obligation to take pro-social behaviours efficiently affect travellers’ pro-social intentions for mask-wearing, social-distancing and sanitation activities. Moreover, psychological risk perception of COVD-19 and gender as the significant moderators ably broadened the proposed theoretic framework. This research not only enriched the current COVID-19 tourism literature and contributed valuable research direction of pro-social festival tourism from the theoretical perspective, but also provided practical suggestions for promoting the sustainable and pro-social tourism performance.

Suggested Citation

  • Xiaoting Chi & Gangwei Cai & Heesup Han, 2021. "Festival travellers’ pro-social and protective behaviours against COVID-19 in the time of pandemic," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(22), pages 3256-3270, November.
    • Handle: RePEc:taf:rcitxx:v:24:y:2021:i:22:p:3256-3270
    DOI: 10.1080/13683500.2021.1908968
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    Cited by:

    1. Chua, Bee-Lia & Chi, Xiaoting & Wichupankul, Surarak & Lee, Jin-Soo & Meng, Bo & Han, Heesup, 2024. "Promoting individual and organization-oriented sustainable behaviors among employees in tourism and hospitality," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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