Easing of travel restrictions: Examining increased intention toward proximity tourism through quasi‐experiments

• DOI: 10.1002/jtr.2612
• Publication Date: 2024-01-17T07:40:05Z
• Authors: Yang Zhang; Xiao‐Xiao Fu; Yue Yin
• Keywords: Salience (neuroscience); Moderation; Mortality Salience; Risk Perception

Abstract The rise of proximity tourism since the onset COVID‐19 has enabled individuals to assess their daily lives from new perspectives. Nevertheless, in studies this change, scant attention been given influence government performance on perception and behavior tourists. Drawing upon micro‐governance theory conjunction with two‐factor hygiene model, study proposes a novel conceptual framework. effects pandemic‐related strict vs. relaxed travel restrictions potential tourists' intention are examined alongside mortality salience as moderator perceived extraordinariness mediator. Two quasi‐experiments reveal positive link between intention, especially when moderated by salience. Relaxed restrictions, coupled protests, greater extraordinariness, thus amplifying intention. This offers pioneering empirical validation response its impact post‐disaster