The Bridge at the End of the World: Linking Expat’s Pandemic Fatigue, Travel FOMO, Destination Crisis Marketing, and Vaxication for “Greatest of All Trips”

Abstract

The rebirth of global tourism with a massive rebound is anticipated due to an emerging touristic behavior coined as vaxication (i.e., post‐vaccination travel). Despite the ongoing fatigue triggered by the COVID‐19 pandemic, travelers’ fear of missing out (FOMO), and destination crisis marketing (DCM) can further accelerate travelers’ momentum towards vaxication. To address this critical knowledge gap in COVID‐19 tourism, the present study aimed to examine the effect of pandemic fatigue on vaxication intention for the greatest of all trips (GOAT) under the moderating influence of travel FOMO and destination crisis marketing. Drawing on data of international expatriates in the United Arab Emirates (N = 356) and using covariance‐based structural equation modeling with Mplus, the findings provide new evidence supporting a positive impact of international expat’s pandemic fatigue on vaxication intention for GOAT. Interestingly, this relationship is significantly reinforced by the international expat’s travel FOMO as well as tourism destinations switching gears from ‘managing crisis’ to ‘marketing crisis’. Based on prominent theories (i.e., theory of planned behavior, cognitive load theory, and protection motivation theory) and newly developed scales (i.e., travel FOMO and destination crisis marketing), the study implications are directed towards an outpacing trajectory of global tourism return prompted by pandemic fatigue, travel FOMO, destination crisis marketing, and vaxication intention for the greatest of all trips.