Tourists’ multiple professional identities: how does fast-paced travel compensate for tourists’ self-inconsistency?

Based on self-consistency theory and conservation of resources theory, this study investigates the impact of multiple professional identities on the intention to engage in fast-paced travel. Across six studies, the results indicate the following. First, compared to a single professional identity, multiple professional identities are more likely to enhance tourists’ intention to engage in fast-paced travel. Second, multiple professional identities may increase tourists’ self-alienation, which in turn enhances their need for self-expression, ultimately strengthening their intention to engage in fast-paced travel. Finally, motivations for engaging in multiple professions play a moderating role. Specifically, compared to those with self-transcendence motivation, individuals with self-enhancement motivation show a stronger indirect effect of multiple professional identities on their intention to engage in fast-paced travel. Grounded in the gig economy context, this study offers a novel theoretical perspective on fast-paced travel by introducing the concept of multiple professional identities.