The Influence Mechanism Of Destination Crisis Event On Tourist Forgiveness

Tourism is a highly sensitive industry,its development is vulnerable to the impact of external changes.Destination crisis events have a significant impact on tourists’ emotions and behavioral intentions,which is related to the long-term stability and sustainable development of tourism.Previous studies have found that different product/brand crises lead to significant differences in consumer attitudes and behaviors,but there are few research results on the impact of different types of destination crisis events on tourist responses.As a matter of fact,the types of destination crisis event have different meanings,and there are also great differences in tourists’ views on them.The influencing mechanism is worth exploring.Based on the attribution theory and situational crisis communication theory,this paper constructs a theoretical model and uses the destination crisis event(external vs.internal)as independent variables,sympathy and anger as mediating variables,and destination crisis history(similar vs.dissimilar vs.no)as moderating variable and tourist forgiveness as dependent variable to explore the mechanism and boundary conditions of destination crisis events on tourist forgiveness,in order to provide theoretical guidance and management inspiration for tourism destination managers to effectively deal with destination crisis event and crisis management.In this study,scenario-based experiment method was used to test the theoretical model in this paper through four experimental studies.The results of study 1 and study 2 show that: destination crisis event has a significant impact on tourists’ response.Compared with the external destination crisis event,the internal destination crisis event will produce more sympathy and tourist forgiveness but less anger.Sympathy and anger played a partially mediating role in the impact of destination crisis event and tourist forgiveness.The results of study 3 and study 4 show that:destination crisis history plays a moderating role in the relationship between destination crisis event and tourists’ sympathy,anger and forgiveness.Specifically,when the destination crisis history is dissimilar and no,compared with the internal tourist destination,tourists’ sympathy and forgiveness of external destination crisis event are higher and anger is lower.However,when the destination crisis history is dissimilar,there is no significant difference in the tourists’ sympathy,anger and forgiveness to the destination crisis event,whether it is internal or external.Therefore,destination management organizations should be fully aware of the important impact of destination crisis event on destination management,prepare for crisis events,especially pay attention to avoid internal destination crisis event,and maintain a good historical record of crisis.