4.6 Article

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

Journal

CURRENT ISSUES IN TOURISM
Volume 24, Issue 22, Pages 3256-3270

Publisher

ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/13683500.2021.1908968

Keywords

problem awareness of COVID-19; ascription of responsibility; anticipated emotions; social norms; pro-social intentions; festival travellers

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This study investigates how problem awareness of COVID-19, social responsibility, anticipated feelings, social norms, and sense of obligation affect travelers' attitudes toward mask-wearing, social distancing, and sanitation activities. The research also finds that psychological risk perception and gender play significant moderating roles in this process.
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.

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