A Study on the Revenge Travel Intention in the Endemic Era: Using the Theory of Planned Behavior and Heuristic Cues

This study aimed to demonstrate the effect of negative emotions elicited by COVID-19 on the revenge consumption of international travel through both rational and irrational buying intentions. The theory of planned behavior and heuristic cues were used to explain revenge consumption in terms of rational and irrational buying intentions, respectively. A survey was conducted using MTURK from 31 May 2023 to 2 June 2023 among adults who experienced COVID-19. A structural equation model (SEM) was used to test the hypotheses, and the Hayes PROCESS macro was used to test the mediation effect. The results revealed that negative emotions due to COVID-19 affected irrational buying intentions, but not rational buying intentions, and that both irrational and rational buying intentions significantly affected revenge consumption intentions for international travel. In addition, irrational buying intentions affected rational buying intentions. These results indicate that when making an international travel decision due to negative emotions caused by COVID-19, an irrational decision process was employed, whereas later, at the travel reservation and planning stage, individuals consumed and planned travel based on rational intentions. The significance of this study lies in the fact that it illuminates the phenomenon of revenge consumption following disasters such as pandemics.