Restoring tourist flows to earthquake-stricken destinations as quickly as possible is a top priority in post-disaster recovery strategies. Drawing on leisure constraint theory, travel motivation theory, and emotion regulation theory, this study investigates how tourists' post-earthquake travel motivations, leisure constraints, and attraction visit intentions shape their adaptive emotion regulation strategies towards an earthquake-stricken destination (i.e. perceiving such destinations positively). Partial least squares analysis was applied to data from 291 respondents concerning Hualien, a popular tourist destination in Taiwan that was severely impacted by a 7.2-magnitude earthquake on April 3, 2024. Findings indicate that travel motivations exert a substantially stronger influence on adaptive emotion regulation strategies than leisure constraints. Strategies involving active ‘doing-away’ (i.e. reframing) of the earthquake context are primarily driven by travel motivations, whereas strategies based on comparing the earthquake to other negative situations to downplay its perceived severity are mostly affected by leisure constraints. Moreover, financial incentives were found to enhance positive perceptions of earthquake-affected destinations by promoting the use of positive reappraisal and positive refocusing strategies. In addition to their constraining role, leisure constraints also demonstrate enabling potential by contributing to tourists' intentions to visit affected attractions.
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