A broader social identity comes with stronger face consciousness: The effect of identity breadth on deviant tourist behavior among Chinese outbound tourists |
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| Institution: | 1. School of Economics and Management, Wuhan University, Wuhan, China;2. Research Center for Organizational Marketing of Wuhan University, China;3. School of Management, Wuhan University of Technology, China;4. School of Foreign Studies, Zhongnan University of Economics and Law, China;1. Department of Tourism Management, School of Business Administration, Zhongnan University of Economics and Law, China;2. Department of Tourism and Hospitality Management, Temple University, Philadelphia, PA, USA;1. Lecturer in Tourism and Management, School of Hospitality Management and Tourism, Technological University of Dublin, Ireland;2. Professor of Management Practice, RIKON, School of Business Waterford Campus South East Technological University, Ireland;1. Department of Tourism, Hotel and Sport Management, Griffith University, 170 Kessels Road, Nathan, QLD, 4111, Australia;2. Department of Tourism Management, Torrens University, 88 Wakefield St, Adelaide, SA, 5000, Australia;1. School of Tourism Management, Sun Yat-Sen University, Guangzhou, China;2. Faculty of Hospitality & Tourism Management, Macau University of Science and Technology, Macau, China;3. Center for Tourism, Leisure and Social Development, Sun Yat-sen University, Guangzhou, China;1. Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, 24061, USA;2. Dedman College of Hospitality, Florida State University, Tallahassee, FL, 32306, USA;1. Department of Information Systems and Business Analytics, Deakin University, Australia;2. College of Business Administration, Hunan University, China;3. School of Information Technology, Deakin University, VIC, 3125, Australia;4. Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau, China |
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| Abstract: | Deviant tourist behavior (DTB) among Chinese outbound tourists has sparked concerns that such behavior not only exposes destinations to various negative impacts but also damages the international image of China. Hence, it is necessary to explore how to reduce such behavior. Social identity cues are an effective inhibitor of DTB; however, previous research has focused on the influence of the interdependent and interactive nature of social identities on DTB, neglecting the inclusive nature of social identities. To fill this gap, the current study focuses on how Chinese outbound tourists’ identity breadth affects their deviant behavior in international tourism contexts. In Study 1, we examine a distinctive feature of international tourism contexts and find that tourists have high face consciousness. Second, we propose and document that Chinese outbound tourists primed with a broad (vs. narrow) identity develop higher face consciousness and a lower intention to engage in deviant behavior (Studies 1 and 2), with face consciousness mediating this process (Study 3). Finally, Study 4 finds that the number of fellow tourists with the same identity moderates this effect. The influence of identity breadth on DTB is manifest when there are few in-group members present. Our findings provide meaningful practical and theoretical value regarding how to reduce tourists’ deviant behavior through identity-related cues. |
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| Keywords: | International tourism Social identity breadth Face consciousness Deviant tourist behavior Chinese outbound tourists |
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