Is there a bright side of COVID-19? The influence of conscientiousness and extended TPB on the tourists’ eco-friendly behaviour

Song Hong, Muhammad Imran Rasheed, Marianna Sigala and Mudaser Ahmad

Current Issues in Tourism, 2024, vol. 27, issue 5, 696-700

Abstract: This study provides the evidence of a positive association between fear of COVID-19 pandemic and tourists’ intention towards eco-friendly behaviour. This study model was tested by collecting data through a survey targeting hospitality staff in Pakistan. Results reveal that the COVID-19 fear is positively related to the tourists’ intention towards eco-friendly behaviour through subjective norms and attitude. In addition, tourists’ conscientiousness was found as a boundary condition on the association between individuals’ fear of COVID-19 and their eco-friendly behavioural intention. This paper concludes by discussing ways that stakeholders from academia and marketplace can utilize the findings to convert behavioural intentions into real eco-friendly behaviour.

Date: 2024
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DOI: 10.1080/13683500.2023.2244120

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