The COVID-19 pandemic has placed the notion of “travel shaming” under the spotlight—tourists are concerned about being criticized for traveling during the pandemic. Yet the broader idea of travel-induced shaming, conceptualized as ethics-based evaluations in this paper, has not drawn much attention as consequence-based assessments in travel-related risk research. This paper presents two studies revealing a) how ethics- and consequence-based risk evaluations influence individuals' travel attitudes/intentions and b) how message framing about responsible travel affects travel shame and individuals' intentions to travel responsibly. Using structural equation modeling, Study 1 suggests that consequence- and ethics-based evaluations play key roles in predicting travelers’ attitudes/intentions to travel. Moreover, social trust and self-efficacy significantly affect both types of risk evaluations. Study 2 adopts an experimental design and shows that, compared with loss-framed and controlled message conditions, gain-framed messaging can reduce travel shame and encourage tourists to travel responsibly. Theoretical and practical implications were discussed.

COVID-19 大流行将“旅行羞辱”的概念置于聚光灯下——游客担心在大流行期间旅行会受到批评。然而，旅行引起的羞辱的更广泛概念，在本文中被概念化为基于道德的评估，并没有像旅行相关风险研究中的基于结果的评估那样引起太多关注。本文介绍了两项研究，揭示 a) 基于道德和后果的风险评估如何影响个人的旅行态度/意图，以及 b) 关于负责任旅行的信息框架如何影响旅行耻辱和个人负责任旅行的意图。研究 1 使用结构方程模型表明，基于结果和道德的评估在预测旅行者的旅行态度/意图方面发挥着关键作用。而且，社会信任和自我效能显着影响两种类型的风险评估。研究 2 采用实验设计表明，与损失框架和受控消息条件相比，增益框架消息可以减少旅行耻辱感并鼓励游客负责任地旅行。讨论了理论和实践意义。