Revenge tourism after the lockdown: based on the SOR framework and extended TPB model

Abstract

Revenge tourism has driven rapid recovery in the tourism industry. To explore its influencing factors and mechanisms, this study adopts a comprehensive theoretical framework combining the SOR framework and extended TPB model. The study analyzes the interplay between factors such as risk perception, travel experiences, subjective norms, negative emotions, behavioral attitudes, and perceived behavioral control, about revenge tourism, aiming to comprehend and predict consumers’ revenge tourism behavior. The findings offer vital insights for tourism practitioners in devising marketing strategies and management measures, promoting the rapid recovery and sustainable development of the tourism industry.