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During the COVID-19 pandemic, South Korea implemented relatively flexible quarantine measures such as recommending social distancing. In contrast, China strictly controlled the pandemic, enforcing a ban on going out. This study examined the process of forming people’s pro-social tourism behavioral intention in both countries considering the differing disciplinary techniques in response to COVID-19. We employed a framework combining the Norm Activation Model and the Theory of Planned Behavior. This study contributes to creating a safe tourism environment, proposals for revitalizing tourism activities, and measures to ensure that tourism services are in line with public health.

asia pacific journal of tourism research

Process of forming tourists’ pro-social tourism behavior intentions that affect willingness to pay for safety tourism during the COVID-19 pandemic: a comparative analysis of South Korea and China