Does seeing deviant other-tourist behavior matter? The moderating role of travel companions

Lujun Su*, Jin Cheng, Jun Wen, Metin Kozak, Stephen Teo

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Despite the contagion effect of deviant behavior in tourism settings, tourist-to-tourist effects have been largely ignored, including the joint impacts between other tourists and tourists’ companions. This study proposes that tourists who see deviant other-tourist behavior have significantly stronger deviant behavioral intentions. A questionnaire survey and four scenario-based experiments were performed to test hypothesized relationships. Findings reveal that the social contagion effect exists when tourists see deviant other-tourist behavior. Larger and more cohesive travel groups attenuate this effect, and moral disengagement mediates the social contagion effect. Theoretical and managerial implications are also discussed.
Original languageEnglish
Article number104434
Number of pages11
JournalTourism Management
Volume88
Early online date21 Sep 2021
DOIs
Publication statusE-pub ahead of print - 21 Sep 2021
Externally publishedYes

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