Abstract
In the midst of the coronavirus pandemic, this article endeavors to offer expeditious insights into the impact of the global humanitarian crisis on the tourism industry from a consumer behavior perspective. To do so, this article employs the theory of crowding as an overarching theoretical lens, the coronavirus disease 2019 (COVID‐19) as a context to represent a global humanitarian crisis, and the rapid review approach as a method to source maiden evidence. In doing so, this article sheds light on instances of undercrowding (undertourism) and overcrowding (overtourism) in tourism as a result of COVID‐19, with interpretations enriched by agency theory and reactance theory—thereby resulting in the emergence of a new theory called the agency and reactance theory of crowding. The article concludes with pragmatic implications in light of the global humanitarian crisis.
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