Wattanacharoensil W.Lee J.S.Fakfare P.Manosuthi N.Mahidol University2023-07-172023-07-172023-01-01Journal of Travel and Tourism Marketing Vol.40 No.2 (2023) , 109-13010548408https://repository.li.mahidol.ac.th/handle/20.500.14594/87872The study investigated factors influencing tourists’ adaptive behaviors and advocacy for domestic destinations during COVID-19 using a combination of integrated generalized structured component analysis (IGSCA) and fuzzy set qualitative comparative analysis (fsQCA). One thousand tourists from Thailand, South Korea, and China participated in the study. The results revealed that fsQCA’s multiple configurations provided valuable insights into the antecedents affecting adaptive behavior and destination advocacy, which complemented IGSCA’s symmetric results. The study affirmed the complexity of antecedents that impact outcomes and supported the notion of complexity theory in explaining tourists’ destination supporting behavior. The study provided implications for future research in this area.Business, Management and AccountingArticleSCOPUS10.1080/10548408.2023.22152662-s2.0-85161991778