The Bridge at the End of the World: Linking Expat’s Pandemic Fatigue, Travel FOMO, Destination Crisis Marketing, and Vaxication for “Greatest of All Trips”

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 COVID-19 pandemic, travelers’ fear missing out (FOMO), and destination crisis marketing (DCM) can further accelerate momentum towards vaxication. To address this critical knowledge gap in tourism, present study aimed examine effect pandemic on intention for greatest all trips (GOAT) under moderating influence travel FOMO marketing. Drawing data international expatriates United Arab Emirates (N = 356) using covariance-based structural equation modeling Mplus, findings provide new evidence supporting positive impact expat’s GOAT. Interestingly, relationship significantly reinforced well destinations switching gears from ‘managing crisis’ ‘marketing crisis’. Based prominent theories theory planned behavior, cognitive load theory, protection motivation theory) newly developed scales marketing), implications are directed outpacing trajectory return prompted fatigue, FOMO, marketing, trips.