Can emotions be contagious during role transition? Evidence from Huangshan, China

Most studies on residents' pro-tourism behaviour have mainly focused on the influence of economic and non-economic factors as individuals in the role of residents, resulting in the oversight of potential mutual influence amongst other roles that residents may assume, including that of tourists. Therefore, this study employs role transition and emotional contagion theories to construct a research model, aiming to delve into the influence of positive emotion and emotional solidarity when an individual alternates between the roles of tourist and resident. A survey instrument was administered to gather data from 360 residents of Huangshan, a small inland city in southeastern China. Utilizing partial least squares-structural equation modelling, the study hypotheses were empirically tested. The findings reveal that an individual's positive emotion and emotional solidarity as a tourist significantly and positively impact their corresponding emotion and emotional solidarity when acting as a resident. Furthermore, the latter exerts a significant influence on their pro-tourism behaviour. Additionally, this research reveals that susceptibility to emotional contagion positively amplifies the impact of individuals' positive emotion as tourists on their emotional solidarity when assuming the role of a resident. The paper discusses theoretical and managerial implications derived from these findings. Lastly, the study acknowledges limitations in variable selection, emotional contagion processes, and destination types, suggesting future research directions.