Revenge outbound travel in the post-pandemic era: evidence from an extended TPB model

ABSTRACT

Revenge travel has become a hot topic in the global tourism industry since the lifting of pandemic-based travel restrictions. This research aims to thoroughly investigate the factors motivating revenge outbound tourism. Using an extended theory of planned behavior (TPB) model, this research considers factors such as social and environmental information, psychological stimulation, and rational control. The results of the structural equation model (SEM) analysis of questionnaire responses from 561 Chinese residents confirm that environmental and social information and psychological stimulation jointly influence travelers’ attitudes toward revenge tourism, along with perceived behavioral control (PBC). These factors significantly facilitate intention and, in turn, promote retaliatory tourism behavior. The results of this research provide valuable contributions to the theoretical analysis of revenge tourism and the TPB model. This study also offers practical guidance on the recovery and growth planning of the tourism industry after the relaxation of travel restrictions.

KEYWORDS:

• Revenge outbound travel
• extended theory of planned behavior
• structural equation model (SEM)
• post-pandemic era
• pandemic fatigue

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research was supported by the 4th Educational Training Program for the Shipping, Port and Logistics from the Ministry of Oceans and Fisheries.