Abstract
ABSTRACT This quantitative study explores the concept of “revenge travel” post-crises, investigating its impact on cross-border tourism. Applying the Theory of Planned Behavior, it assesses 492 China’s Greater Bay Area residents’ intentions regarding such travel. Attitude and social norms significantly influence this intention, while health considerations surprisingly fail. The research highlights a shift in tourists’ motives, with a noticeable trend toward retaliatory travel – viewed as compensation for psychological lockdown effects – rather than just a viable option. It emphasizes how individuals subjected to stringent lockdowns are more inclined toward outbound travel driven by this retaliatory mind-set. This study emphasizes the evolving landscape of cross-border tourism, revealing the emergence of revenge travel as a compelling motivation.
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