Residents’ citizenship behavior between collectivism and individualism: the roles of COVID-19 recurrence risk and length of residency

Abstract COVID-19 has revealed that locals may perceive tourists as possible infection vectors. In addition, little research has been conducted on residents’ perceived risks from Golden Week holidayers. Our study examines the relationship between individual cultural orientation and risk perception regarding COVID-19 recurrence (RCOVID-19 recurrence), specifically seeking to explain residents’ citizenship behaviors. We collected data on Jeju, South Korea, right after the peak of the first wave of COVID-19 in 2020 when Golden Week holidayers visited Jeju. Our findings identified the mediation effect of RCOVID-19 resulting from the significant relationships between individualism or collectivism, RCOVID-19 recurrence, and citizenship behavior, except for the path from horizontal collectivism to citizenship behavior. In addition, the moderation role of the length of residency is identified. We conclude our paper with a discussion on theoretical and practical implications.