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Green or red faces? Tourist strategies when encountering irresponsible environmental behavior

Green or red faces? Tourist strategies when encountering irresponsible environmental behavior

Wu, Jianxing, Guo, Yingzhi, Wu, Mao-Ying, Morrison, Alastair ORCID: 0000-0002-0754-1083 and Ye, Shun (2022) Green or red faces? Tourist strategies when encountering irresponsible environmental behavior. Journal of Tourism and Cultural Change, 21 (4). pp. 406-432. ISSN 1476-6825 (Print), 1747-7654 (Online) (doi:

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In an increasingly complex global context, Chinese tourist green behaviors and their face-culture have attracted growing academic attention. The interactions among tourists play a critical role in influencing actions, yet little is known about the influence of Chinese tourists’ encounters on their green behavior. To address the literature gap, this research examined how tourist-to-tourist interactions within different relationships impact on-site green behavior in Chinese face-culture tourism settings. Based on a qualitative research approach using the critical incident technique, 76 incidents were investigated involving 29 Chinese tourists with different backgrounds. This research showed that the encounters among tourists were affected by tourists’ relationships (family, friends, and strangers) and Chinese face culture (the desire to gain and fear of losing face). The results contribute to the sustainable tourism literature by taking into consideration various types of social interactions, which positively or negatively affect green behavior. Fresh insights are revealed on how face consciousness influences Chinese social interactions and pro-environmental behavior in tourism. The analysis of social interactions among tourists provides a new perspective for destination management organizations to enhance green behavior and improve sustainable management practices.

Item Type: Article
Uncontrolled Keywords: tourist-to-tourist interactions; green behavior; face consciousness; critical incident technique; Chinese culture
Subjects: G Geography. Anthropology. Recreation > GT Manners and customs
H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Tourism Research Centre
Last Modified: 11 Jul 2023 14:37

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