Essential service worker valorization: a deonance perspective

Kristin Horan, Jenna M. D. Beltramo, Cynthia Mejia and Mindy K. Shoss

Current Issues in Tourism, 2023, vol. 26, issue 16, 2582-2594

Abstract: As a historically stigmatized group, essential service workers on the front lines of the COVID-19 pandemic rapidly became known as ‘heroes’ by an appreciative society. The purpose of this qualitative study was to interpret the valorization of essential service workers through a Deonance Theory perspective. Findings revealed nuances in simultaneous competing and complimenting behavioural motivations among members of society. Theoretical implications include the interpretation of Deonance Theory at the societal level, which extends applications beyond the prediction of behavioural motivations at the individual level.

Date: 2023
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DOI: 10.1080/13683500.2022.2090909

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