Rational or emotional? A study on Chinese tourism boycotts on social media during international crisis situations

Abstract

In the era of social media, tourism boycotts are regarded as an effective way for individuals to convey their dissatisfaction and emotions toward destinations, decreasing destinations' visits and reputations. Thus, tourism boycotts become a common threat for both domestic and international tourism destinations, especially during international crisis situations. Drawing on Situational Crisis Communication Theory and consumer boycott research, this study is the first to explore the influential mechanisms of potential Chinese tourists' tourism boycotts in international crises. The results reveal that potential Chinese tourists' tourism boycott behaviors in international crisis situations incorporate cognitive (rational) as well as emotional, political, and non-political factors. The study also detected group differences in terms of age, income level, and tourism experiences, which affect tourism boycotts. This study advances the theoretical development of tourism boycotts and provides practical implications for international destinations in terms of effective crisis communication and marketing in a post-pandemic world.