Revenge travel unleashed: The behavioral echo of work-from-home culture

Abstract

This research analyzes revenge travel as a behavioral response to WFH culture drawing from TPB and social isolation literature. Based on data collected from work from home professionals from south and east India It analyses how work from home induced monotony, isolation and stress affects ATT, SN and PBC for revenge travel. Additionally, the study demonstrates overcrowding risk and source trustworthiness as moderating effectors, which contribute to the comprehension of contextual intricacies of travel behavior. The results show that the WFH is indeed presumed to facilitate the ATT, SN, and PBC and that travel is a physiologic paradise away from the impatient WFH. Findings of moderation analyses reveal that the increased risk of crowding attenuates the effects of WFH expected on travel attitudes and perceived control, which underlines travelers' fear regarding safety and comfort. Contrarily, source credibility augments the effect of social norms and perceived behavioural control (PBC) that diminishes the uncertainty levels and promotes confidence in making travel-related decisions. The link between travel intentions and willingness to pay (WTP) underscores the economic value of revenge travel, as individuals prioritize emotional and psychological renewal. This study contributes to TPB by incorporating contextual moderators and by considering economic factors that can underlie revenge travel, hence delivering meaningful implications for tourism stakeholders to develop trip flexibilities, safety, and credibility based on the dynamic nature of the WFH professionals.