COVID-19-induced discrimination toward tourists, emotional responses, and identity management strategies

ABSTRACT This study examines the impact of tourists' perceived COVID-19-induced discrimination on negative emotional responses and identity management strategies. Data were collected from 431 Fijians who had recently travelled internationally. Covariance-based structural equation modelling analysis revealed that perceived COVID-19-induced discrimination significantly explained two negative emotional responses—anger and disappointment. Anger positively affected identity management strategies, revealing and avoidance, while disappointment positively affected passing and avoidance. The model explained the following variances: revealing (51%); passing (48%); and avoidance (42%). This study contributes to understanding post-pandemic travel behaviour related to COVID-19-induced discrimination against tourists and better management in response to the pandemic.