Crowding at destinations is becoming an important issue in sustainable tourism. This study examines the relationship between tourist perceptions of crowding, environmentally responsible behavior (ERB), and intention to recommend a destination, from a helping behavior perspective. It proposes two discrete emotions, in particular anger and sympathy, to understand how tourist perceptions of crowding affect their helping behavior. We collected data through an online survey of tourists who had visited Jeju Island, which has emerged as Korea’s tourism hub. We performed structural equation modeling (SEM) and regression analysis to empirically test the research model. The results reveal that while tourist perceptions of spatial crowding positively impact both anger and sympathy, human crowding perceptions do not link to them. Further, we investigated the incompatible roles of anger and sympathy in tourist ERB and intention to recommend. Whereas anger weakens tourist ERB and intention to recommend, sympathy may strengthen them. This study also examined whether destination social responsibility (DSR) moderates the impact of crowding perceptions on the aforementioned emotions. In addition to encouraging relevant studies, we emphasize the importance of DSR, given the need for destination management organizations and tourism managers to understand tourists’ emotional responses and helping behavior at crowded destinations.

Time sometimes feels like it is flying by or slowing down. Previous research indicates objective number of items, subjective affect, and heart rate all can influence the experience of time. While these factors are usually tested in isolation with simple stimuli in the laboratory, here we examined them together in the ecological context of a virtual subway ride. We hypothesized that subjective affective experience associated with objective crowding lengthens subjective trip duration. Participants (N = 41) experienced short (1–2 min) immersive virtual reality subway trips with different levels of public crowding. Consistent with the immersive nature of decreased interpersonal virtual space, increased crowding decreased pleasantness and increased the unpleasantness of a trip. Virtual crowding also lengthened perceived trip duration. The presence of one additional person per square meter of the train significantly increased perceived travel time by an average of 1.8 s. Degree of pleasant relative to unpleasant affect mediated why crowded trips felt longer. Independently of crowding and affect, heart rate changes were related to experienced trip time. These results demonstrate socioemotional regulation of the experience of time and that effects of social crowding on perception and affect can be reliably created during a solitary virtual experience. This study demonstrates a novel use of Virtual Reality technology for testing psychological theories in ecologically valid and highly controlled settings.