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Asia Pacific Journal of Tourism Research
; 27(4):357-373, 2022.
Article
in English
| Scopus | ID: covidwho-1900873
ABSTRACT
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. © 2022 Asia Pacific Tourism Association.