Coronavirus disease 2019 pandemic is continuing to have severe effects on tourism-related industries, as safety precautions have become essential to follow. Based on this, this study aims to explore the role of perceptions of the tourist of safety in tourism destination choice with the mediating effect of tourist trust in the context of the Chinese tourism sector. In addition, this study considers improvements to safety measures for sustainable tourism and the benefits of the technology transformation in the travel industry because (...) of COVID-19. For this study, a quantitative approach was used, and data were collected through convenient sampling. The questionnaire was measured on a 5-point Likert scale, and a cross-sectional approach was adopted for data analysis. The findings of this study show that the effect of the perceived safety of the social environment, perceived safety of facility and equipment elements, perceived safety of human elements, perceived safety of management elements, and perceived safety of natural environments is significant and positive on the tourist destination choice. In addition, TT is a significant mediator between these elements and TDC. Furthermore, this study concluded that COVID-19 had increased travel anxiety, with particularly negative effects on the Chinese tourism sector, but that the adoption of perceived safety measures could be beneficial in regaining TT for traveling, eventually giving tourists confidence in choosing their traveling destination. (shrink)

The unprecedented economic growth in recent decades has cultivated the exploitation of natural resources and over-consumption, leading to ecological deterioration and sustainability. The ever-increasing consumption in developing countries is creating a significant environmental strain. Thus, the industry and consumers’ environmental issues and their harmful effects on human health have led to concerns among researchers, scientists, academic communities, and policymakers. The present work examines the impact of different consumption value factors on sustainable consumption behavior concerning consumer choice in Pakistan and China. (...) A cross-sectional study is conducted, and data are collected through a primary source questionnaire. A sample of 431 respondents is chosen from different cities in Pakistan, and a sample of 342 respondents is selected from China. Estimation techniques like descriptive statistics, frequency distribution, multicollinearity, R square, independent sample t-test, the coefficient of correlation, and regression analysis are used for the data analysis. The comparative results show that knowledge values and emotional values significantly influence the choice behavior of respondents toward environmentally friendly products both in Pakistan and China. In contrast, social values and conditional values show insignificant influence. Furthermore, functional values are significant in Pakistan while insignificant in the context of China, and environmental values are significant in China although insignificant in Pakistan with regard to sustainable consumption behavior. (shrink)