Tourism in Times of Scarcity: Traveling During the Pandemic (Abstract)

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The financial and health limitations imposed by the COVID-19 pandemic require extensive changes in people’s lives, specifically regarding travel. But might consumers use travel as an emotional regulation tool or a reward during pandemic times? The present work sheds light on how COVID-19 activates unexpected travel behaviors and how consumers’ views on traveling shift depending on the scarcity mindset (high vs.
low mutability). Paradoxically, results from three studies (N = 889) show that monetary scarcity can increase consumers’ predisposition to travel post-COVID as a way to restore well-being (Study 1). Studies 2 and 3 further investigate this unexpected downstream effect by showing that pandemic effects on travel behavior depend on the way consumers construe scarcity (low vs. high mutability). When consumers frame the pandemic as an external threat with low (vs. high) mutability, they have a more positive attitude to travel during the pandemic and perceive traveling as less risky.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy, 50th
PublisherEuropean Marketing Academy (EMAC)
Number of pages2
Publication statusPublished - 1 Jun 2021
Event50th European Marketing Academy (EMAC) Annual Conference - ESIC Business & Marketing School, Mdrid, Spain
Duration: 25 May 202128 May 2021
Conference number: 50th


Conference50th European Marketing Academy (EMAC) Annual Conference
Abbreviated titleEMAC 2021
Internet address


  • Tourism marketing
  • COVID-19
  • scarcit
  • Mutability


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