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

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.