Purpose This study aims to explore the factors influencing the post-pandemic intentions of Chinese residents to participate in outbound travel. The mechanism by which residents' perception of the coronavirus disease (COVID-19) influenced their outbound travel intentions are studied. Design/methodology/approach This study developed an extended theory of planned behavior (TPB) model and used structural equations to analyze data received from 432 questionnaires. Responses were obtained through a combination of online surveys and a traditional paper-based distribution of questionnaires. Findings Results showed that attitude, subjective norms, perceived behavioral control and past outbound travel behavior have significant positive effects on post-pandemic outbound travel intentions. Although the perception of COVID-19 directly and negatively influences outbound travel intentions, it also has an indirect influence on outbound travel intentions through the mediating effect of non-pharmaceutical interventions. The authors also found that risk tolerance has a negative moderating effect on the direct impact of residents' perception of COVID-19 on their travel intentions. Practical implications The findings can serve as a reference for formulating appropriate tourism development policies by government agencies, tourism management departments and tourism enterprises in destination countries. Originality/value This study developed an extended TPB model by adding more constructs into the TPB model. Compared with the original TPB model, the extended TPB model has better explanatory power of post-pandemic travel intentions. The study also provides evidence for the applicability of the TPB model in studying travel intentions within the context of major public health emergencies and has expanded the application scope of the TPB model.

Purpose This study aims to explore the relationships among destination brand equity, brand authenticity and revisit intention. The mediating role of tourist satisfaction and the moderating role of destination familiarity in these relationships are also investigated. Design/methodology/approach Based on the stimulus–organism–response theory, a structural equation model was constructed to test the relationships among the study variables. The original data was obtained using a questionnaire survey method from domestic tourists who have traveled to Guilin in China. Findings The findings revealed that brand equity and brand authenticity not only positively and directly affect revisit intention but also have an indirect influence on revisit intention through the mediating role of tourist satisfaction. Destination familiarity positively moderates the direct influence of brand equity on revisit intention. Furthermore, brand authenticity significantly and positively affects brand equity. Practical implications The findings of this study provide a certain enlightenment for brand marketing and tourist destination management. Originality/value This study reveals the impact path of brand equity and brand authenticity on revisit intention, compensating for the lack of attention on impact mechanism among them. This study proves the impact of brand authenticity on destination brand equity. This compensates for the deficiencies that ignore possible antecedents affecting destination brand equity and the impact of brand authenticity on brand equity in the context of tourism destination. This study also confirms the specific dimensions of brand equity and brand authenticity in the context of Chinese tourism destinations in response to the current controversy.

This study constructed a quantitative index system evaluating the level of livelihood sustainability of rural households in ethnic tourist villages and identified the main livelihood risks these households encountered. This was achieved by modifying the sustainable livelihood framework proposed by the Department for International Development (DFID) and testing it on three typical ethnic tourist villages in Guangxi, China (Jinkeng, Ping’an Zhuang, and Chengyang Eight). The results showed that the overall livelihood sustainability index was relatively poor. Livelihood assets and transforming structures and processes were the main factors that restricted the sustainability of household livelihoods. Social capital and financial capital values were lowest out of six types of livelihood capital examined. The lack of community participation of households adversely impacted the score of transforming structures and processes. Households encountered various livelihood risks. Generally, the livelihood issues that concerned most households were market, social, and education risks. However, when the farmers were enquired about a single risk that worried them the most, market, financial, and employment risks ranked the highest. Through quantifying the sustainability and risk of rural household livelihoods, guidelines and subsidies could be allocated to promote rural revitalization.

No abstract

No abstract