Mass tourists and destination interaction avoidance
SChoolof Business and Law
The concept of the environmental bubble was introduced by Cohen to describe the ‘psychological comfort’ sought by mass tourists. However, there has been little empirical research to investigate the underlying structure of this construct. This study provides insight into the psychological motivations of those who choose mass tourism and provides a scale, named Tourist Interaction Avoidance, which measures the extent to which tourists seek to avoid uncertainty during their trips and can be used as a predictor of travel style. A sequential mixed methods research design was adopted with qualitative data collected through focus group interviews followed by a self-completion survey to collect the quantitative data. The findings identify three underlying components: ‘protection’, ‘food’ and ‘avoidance’. These provide deeper understanding of the needs of tourists from South Korea by identifying the three components that underpin the dimension and provide a means to measure individual tourist preferences.