The Influence of Identity Breadth on the Immoral Behavior of Tourists
LI Xue，ZHU Li，ZHANG Wei
1. Zhongnan University of Economics and Law, Wuhan, China; 2. South-Central Minzu University, Wuhan, China; 3. Wuhan University of Technology, Wuhan, China
Abstract Based on the social identity theory, this study constructs a theoretical framework of the effect of travel identity breadth in tourism consumers on immoral behaviors, reveals the mediating role of moral judgment, and explores the moderating role of the individual self-construction level of tourism consumers. This study designs two experiments to test all hypotheses. The results show that ①the breadth of the travel identity of tourist consumers negatively affects immoral behavior;②moral judgment plays a mediating role in the relationship between the breadth of the travel identity and immoral behavior; ③the individual self-construction level can moderate the relationship between the breadth of travel identity and moral judgment, specifically, the level of independent self-construction negatively moderates the relationship between the breadth of the travel identity and moral judgment; the level of dependent self-construction positively moderates the relationship between the breadth of the travel identity and moral judgment.
