Manfei Yao, Xinting Hou, Sedigheh Moghavvemi
ABSTRACT This research focuses on how travel desires and desire fulfillment predict travel intentions after a prolonged period of suppressed travel desires. After the reopening of borders, data were collected from 353 Chinese respondents and analyzed using structural equation modeling. The results suggest that desire fulfillment may be amplified due to prolonged suppression and can become a significant predictor of behavior intention. Meanwhile, risk perception also positively influence travel intentions. This study further highlights how individual desires interact with group influences. This study spotlights the complex interplay between unfulfilled desire and risk awareness in tourists' decision‐making.