Abstract

In the context of a worldwide resurgence of ethnocentrism, understanding the effect of tourist ethnocentrism on tourism intentions is important for the sustainable development of tourism. This study of tourism intentions is centred on the recent social unrest in Hong Kong, which has aroused the ethnocentrism of mainland Chinese tourists. A conceptual model is constructed, comprising positive and negative tourist ethnocentrism, tourists’ perceptions of safety and security, and tourism intentions. The opinions of a sample of 558 Chinese mainland college students are collected to test the hypotheses. The findings indicate that positive tourist ethnocentrism increased tourism intention to travel to Hong Kong when the mainland Chinese participants regarded Hong Kong as a Chinese ethnic in-group, whereas negative tourist ethnocentrism reduced tourism intention to travel to Hong Kong when the mainland Chinese participants regarded Hong Kong as a Chinese ethnic out-group. Perceptions of safety and security were important mediators in the relationships between tourist ethnocentrism and tourism intentions. Therefore, tourism managers must consider potential tourists’ ethnocentrism and how a destination is positioned in tourists’ minds to reasonably satisfy their needs and thus promote the long-term development of the destination.