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.

Sustainable travel has been redefined by the pandemic, as tourism destinations continue their struggle to stay resilient and vibrant. The COVID-19 crisis has fueled a lackluster performance and declined tourism growth worldwide while imposing serious threats to employees’ resilience across the globe. However, little is known about the interaction between the global tourism crisis and employees’ resilience in toxic leadership environments. To augment the existing understanding of the way employee resilience unfolds to respond to a crisis under toxic leadership, we draw on predictive research involving the UAE tourism industry. The UAE’s economy was forced to shrink largely due to its long-lasting dependency on inbound tourism. Hence, the study data were collected from 412 employees working in the hospitality and tourism industry in the UAE. Structural equation modeling (SEM) was used to test the impact of toxic leadership on crisis communication and employees’ resilience in the UAE’s tourism industry. The results showed that both employee resilience and crisis communication are negatively influenced by toxic leadership in COVID-19 tourism. Furthermore, crisis communication positively influences employee resilience, and significantly mediates its relationship with toxic leadership. Interestingly, the findings suggest that the toxic work culture constantly blurs the lines of communication, and, ultimately, the contagious behavior of toxic leaders overwhelms the resilience of employees while they respond to a crisis. The theoretical and practical implications of this research are not confined to toxic leadership; however, the strategies to nurture crisis communication and employee resilience for sustainable tourism are presented in an evolutionary perspective based on the conservation of resources theory.

Vaxication (i.e., post-vaccination travel) and branding destinations for COVID-19 safety have emerged as the cornerstones to fully rebound global tourism. Numerous destination brands are now stimulating tourism demand through realigned travel incentives specifically for fully vaccinated travelers. However, there is growing fear and incidents of travel shaming across destinations, especially due to the recent outbreaks of the highly contagious COVID-19 ‘delta and omicron’ variants. Addressing this critical research gap, the present study makes pioneering efforts to empirically examine the effects of COVID-19 branded destination safety (CBDS) on vaxication intentions, under the moderating influence of travel shaming and travel incentives. Drawing on study data from 560 fully-vaccinated residents from Hawaii, United States and structural equation modeling (SEM) with Mplus, the evidence suggests that the positive impact of CBDS on vaxication intention can be further strengthened by travel incentives, or weakened when travel shaming picks up more momentum. Besides the validation of newly developed scales, the study offers strategic insights based on dominant theories (e.g., theory of planned behavior and protection motivation theory) to interpret the changing tourism demand, and to transform the emerging challenges into opportunities through and beyond the pandemic.