CAN EMPHASIZING FACE ISSUES REDUCE TOURISTS’ DEVIANT BEHAVIOR? THE UNIQUE ROLE OF RESPONSIBILITY SHIFTING AND NORMS OF MUTUAL RECIPROCITY
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Abstract
In view of the fact that tourists’ deviant behavior could affect the mental health of service personnel, the experience of other tourists, and the organizational performance of tourism management, this study focuses on exploring how tourists’ fear of losing face affects their deviant behavior through norms ofreciprocity, and how responsibility displacement can moderate the process. The research design adopted a convenience sampling method, and a total of 528 valid questionnaires were collected. Confirmatory factor analysis and hierarchical regression analysis were used for data analysis. The results showed that the fear of losing face had various impacts on the two dimensions of reciprocity norms (positive reciprocity and negative reciprocity): A positive impact on positive reciprocity and a negative impact on negative reciprocity. The displacement of responsibility significantly moderates the relationship between reciprocity norms and tourists’ deviant behavior, meaning it weakens the effect of positive reciprocity on tourists’ deviant behavior, but strengthens the effect of negative reciprocity on tourists’ deviant behavior. Accordingly, the organization of tourist destinations can enhance tourists’ face awareness and avoid the displacement of responsibility by providing various pre-tour information or educational activities, to achieve the purpose of curbing deviant behaviors.
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