Breaking Bad: How Anticipated Emotions and Perceived Severity Shape Tourist Civility?

Keywords

anticipated emotions; broken windows theory; norm activation model; perceived severity; Tourist civility

Abstract

How to alleviate tourist incivility (i.e. social and environmental deviant behaviors) is not only a practical concern but an emerging tourism research topic. Advocating civilized tourist behavior could be an effective tool in enhancing sustainable tourism. In this paper, we test how tourists' anticipated emotions and perceived severity (of tourism incivility problems) shape tourist civility via an extended norm activation model (NAM). A total of 401 valid questionnaires were obtained from tourists of a national wetland park in China. The results indicated that: 1) both positive and negative anticipated emotions not only have a direct impact on tourist civility but also have an indirect impact via personal norms, 2) positive anticipated emotions (as compared to negative ones) play a more vital role in the tourist civility formation, and 3) perceived severity of tourism incivility problems negatively moderates the links of personal norms and negative anticipated emotions to tourist civility. This paper provides theoretical and practical implications to better understand the role of anticipated emotions and perceived severity in tourist civility decision-making.

Publication Date

10-2023

Original Citation

Qiu, H., Wang, X., Wei, W., Morrison, A. M., & Wu, M.-Y. (2023). Breaking bad: how anticipated emotions and perceived severity shape tourist civility? Journal of Sustainable Tourism, 31(10), 2291–2311. https://doi.org/10.1080/09669582.2022.2108039

Document Type

Paper

Language

English

Source Title

Journal of Sustainable Tourism

Volume

31

Issue

10

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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