Travel shaming? Re-thinking travel decision making amid a global pandemic

• Published in: Tourism management (1982) Vol. 94; p. 104658
• Main Authors: Huang, Xingyu, Li, Xiang (Robert), Lu, Lu
• Format: Journal Article
• Language: English
• Published: England Elsevier Ltd 01.02.2023
• Subjects: Consequence-/ethics-based risk evaluation; Health risk perception; Message framing; Travel shaming; Health risk perception; Message framing; Travel shaming; Consequence-/ethics-based risk evaluation
• ISSN: 0261-5177; 1879-3193
• DOI: 10.1016/j.tourman.2022.104658

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.