Understanding Fijian residents' opposition to tourism post-pandemic

Grounded in the norm activation theory and the theory of planned behaviour, this study investigated antecedents of residents' active and passive opposition to tourism. Data were collected from 569 Fijian residents and analysed using covariance-based structural equation modelling. Results revealed that awareness of the problem was positively associated with ascribed responsibility for COVID-19 and residents' attitudes towards tourism opposition. Residents' responsibility for COVID-19 was positively associated with personal norms regarding tourism opposition. Personal norms, attitudes concerning tourism opposition and perceived behavioural control to oppose tourism were positively associated with residents' active and passive intention to oppose tourism. However, the association of these three factors were stronger for passive intention. Subjective norms regarding tourism opposition were positively associated with residents' passive intention to oppose tourism. Overall, these findings provide practitioners and policymakers with a more robust perspective to best plan for sustainable tourism in the throes of reviving the industry.