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.

摘要

随着全球范围内大流行形势的不确定性，亲社会和可持续的旅游业表现一直受到重视和呼吁。毋庸置疑，节庆旅游的可持续策略以及节庆游客个人规范和亲社会意愿的形成亟待研究。这项研究验证了复杂的关系，其中对 COVID-19 的问题意识、责任归属、积极和消极的预期感受、描述性和禁令性社会规范以及采取亲社会行为的义务感有效地影响了旅行者的亲社会意图。戴口罩、社交距离和卫生活动。此外，将 COVD-19 和性别作为重要调节因素的心理风险感知有效地拓宽了所提出的理论框架。