Does seeing deviant other-tourist behavior matter? The moderating role of travel companions

Despite the contagion effect of deviant behavior in tourism settings, tourist-to-tourist effects have been largely ignored, including the joint impacts between other tourists and tourists' companions. This study proposes that tourists who see deviant other-tourist behavior have significantly stronger deviant behavioral intentions. A questionnaire survey and four scenario-based experiments were performed to test hypothesized relationships. Findings reveal that the social contagion effect exists when tourists see deviant other-tourist behavior. Larger and more cohesive travel groups attenuate this effect, and moral disengagement mediates the social contagion effect. Theoretical and managerial implications are also discussed.

Automated summary

This study highlights the significant impact of observing deviant behavior of other tourists on tourists' own behavioral intentions, with moral disengagement playing a mediating role. Larger and more cohesive travel groups can mitigate the social contagion effect in this context. Theoretical and managerial implications are discussed in the study.