Polluted psyche: the effect of regional discrimination on tourists’ unethical behavior intention

Purpose This study aims to examine the effect of regional discrimination on tourists’ unethical behavior intention and the mediating role of tourist anger. Furthermore, the study examines whether the impact of regional discrimination on tourist anger is moderated by tourist self-efficacy. Design/methodology/approach Three scenario experiments were conducted to test the research hypotheses. Findings The results indicated an indirect effect of regional discrimination on tourists’ unethical behavior intention via tourist anger. In addition, the findings showed that tourist self-efficacy would weaken the relationship between regional discrimination and tourist anger. Research limitations/implications This study reveals tourists’ emotional and behavioral reactions to regional discrimination. Further research can examine the influence of regional discrimination from other theoretical lens and field experiments are encouraged. Originality/value This study enriches current knowledge on regional discrimination by developing an integral framework to explore tourists’ reactions toward regional discrimination.