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Based on the first-hand survey data for 910 people without financial freedom in China during November 2019 and June 2020, this paper investigates the impact of conspicuous tourism consumption preference on individual’s tourism consumption borrowing intention as well as the effects of age empirically. The results indicate that the older the individual is, the weaker his/her conspicuous tourism consumption preference is. Conspicuous tourism consumption preference has a significant positive impact on tourism consumption borrowing intention. In terms of the male, age has negative effects in mediating conspicuous tourism consumption preference’s influence on tourism consumption borrowing intention. The above findings can deepen understanding of tourists’ behavior and its outcomes from the perspective of conspicuous consumption theoretically. In addition, they have practical significance and policy reference value for reducing personal and social finance/debt risk and related harm due to major macroeconomic fluctuations caused by the external shock such as the COVID-19 epidemic.

Does conspicuous tourism consumption preference enhance borrowing intention of people without financial freedom? Empirical evidence from China