Toward an agency and reactance theory of crowding: Insights from COVID-19 and the tourism industry

In the midst of the coronavirus pandemic, this article endeavors to offer expeditious insights into the impact of the global humanitarian crisis on the tourism industry from a consumer behavior perspective. To do so, this article employs the theory of crowding as an overarching theoretical lens, the coronavirus disease 2019 (COVID-19) as a context to represent a global humanitarian crisis, and the rapid review approach as a method to source maiden evidence. In doing so, this article sheds light on instances of undercrowding (undertourism) and overcrowding (overtourism) in tourism as a result of COVID-19, with interpretations enriched by agency theory and reactance theory-thereby resulting in the emergence of a new theory called the agency and reactance theory of crowding. The article concludes with pragmatic implications in light of the global humanitarian crisis.