Cognitive Appraisals, Status-Seeking and Consumer Resilience in Surf Tourism: A Social-Symbolic Reappraisal Framework for Destination Sustainability in Hainan, China

Surf tourism, a form of sustainable experiential tourism, directly shapes the socio-economic sustainability of coastal destinations. However, existing research has not uncovered how cognitive appraisal processes and status-seeking motives interact to shape tourists’ behavioral intentions and resilience amid experiential setbacks. Based on a cross-sectional survey design, and grounded in Cognitive Appraisal Theory (CAT) and the Theory of the Leisure Class (TLC), this study empirically tests an integrated socio-cognitive framework using data from 395 surf tourists in Hainan, China. Data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results demonstrate that cognitive appraisals (outcome desirability, agency, certainty) and status-driven imperatives are powerful predictors of behavioral intentions. Conspicuous Consumption Motivation (CCM) acts as a critical boundary condition, amplifying the positive effect of affective states on intentions, and serving as a psychological buffer that facilitates consumer resilience against tourism setbacks. We further extend a “social-symbolic reappraisal” mechanism—rather than a directly measured variable—through which tourists reframe negative experiences as a “badge of honor” to signal leisure-class status via the moderation effect of CCM. This fills an important gap in existing research on emotion regulation and tourist behavior. This study clarifies the psychological pathway of behavioral sustainability in symbolic experiential tourism and delivers high-impact actionable insights for coastal destinations: operators can leverage the social-symbolic reappraisal mechanism to design identity-focused experience narratives, stabilize tourist flow and revenue streams, increase investments in sustainable infrastructure and marine conservation, and benefit from sustainable management of coastal surf tourism destinations.