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Is there a bright side of COVID-19? The influence of conscientiousness and extended TPB on the tourists’ eco-friendly behaviour

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  • Song Hong
  • Muhammad Imran Rasheed
  • Marianna Sigala
  • Mudaser Ahmad

Abstract

This study provides the evidence of a positive association between fear of COVID-19 pandemic and tourists’ intention towards eco-friendly behaviour. This study model was tested by collecting data through a survey targeting hospitality staff in Pakistan. Results reveal that the COVID-19 fear is positively related to the tourists’ intention towards eco-friendly behaviour through subjective norms and attitude. In addition, tourists’ conscientiousness was found as a boundary condition on the association between individuals’ fear of COVID-19 and their eco-friendly behavioural intention. This paper concludes by discussing ways that stakeholders from academia and marketplace can utilize the findings to convert behavioural intentions into real eco-friendly behaviour.

Suggested Citation

  • Song Hong & Muhammad Imran Rasheed & Marianna Sigala & Mudaser Ahmad, 2024. "Is there a bright side of COVID-19? The influence of conscientiousness and extended TPB on the tourists’ eco-friendly behaviour," Current Issues in Tourism, Taylor & Francis Journals, vol. 27(5), pages 696-700, March.
    • Handle: RePEc:taf:rcitxx:v:27:y:2024:i:5:p:696-700
    DOI: 10.1080/13683500.2023.2244120
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