Is there a bright side of COVID-19? The influence of conscientiousness and extended TPB on the tourists’ eco-friendly behaviour

HONG, Song, RASHEED, Muhammad Imran, SIGALA, Marianna and AHMAD, Mudaser (2023). Is there a bright side of COVID-19? The influence of conscientiousness and extended TPB on the tourists’ eco-friendly behaviour. Current Issues in Tourism. [Article]

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Abstract
This study provides the evidence of a positive association between fear of COVID-19 pandemic and tourists’ intention towards eco-friendly behaviour. This study model was tested by collecting data through a survey targeting hospitality staff in Pakistan. Results reveal that the COVID-19 fear is positively related to the tourists’ intention towards eco-friendly behaviour through subjective norms and attitude. In addition, tourists’ conscientiousness was found as a boundary condition on the association between individuals’ fear of COVID-19 and their eco-friendly behavioural intention. This paper concludes by discussing ways that stakeholders from academia and marketplace can utilize the findings to convert behavioural intentions into real eco-friendly behaviour.
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