The new era of outdoor events post-pandemic: how psychological factors drive participants' social distancing intentions

Purpose: The outdoor event market was devastated during the COVID-19 pandemic because of social distancing measures. Therefore, this study aimed to explore stereotyped tendencies and behavioral intentions associated with the prosocial and sustainable practices of outdoor event participants to assess shifts in industry paradigms. Design/methodology/approach: This study adopted structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to relatively examine sequential and combined effects of cognitive (knowledge of COVID-19, awareness of consequences, ascribed responsibility and perceived threat of COVID-19), affective (positive and negative anticipated emotions) and normative drivers (social and moral norms) on intention to practice social distancing requirements. The impact of cultural differences was further explored by comparing attendees from China and USA. Findings: The SEM results showed that most cognitive drivers significantly affected affective drivers and normative drivers, leading to the intention to practice social distancing requirements. In addition, China and the USA showed significant differences on six paths including the path from moral norm to intention to practice social distancing requirements. Further, fsQCA results revealed the important combination of the factors that affects social distancing intention. Research limitations/implications: This study provides meaningful theoretical and practical implications for outdoor events scholars and managers. The research suggests a changing direction in event studies and shares ideas on how to manage and make outdoor events a new success after the pandemic. Originality/value: This is the first study to adopt a mixed method of SEM and fsQCA attempt to explore the driving forces of outdoor participants’ pro-social behavior from cognitive, affective and normative perspectives.