“…Clearly, further research is needed to understand how individualistic messages may be received in a collectivistic culture, just as there have been studies on how altruistic messages are received in Western cultures (Brown et al, 2010;Sgalitzer et al, 2016;Vujko & Gaji, 2014;Warren et al, 2017). Further cross-cultural research is also needed to understand the relative importance of cultural dimensions on motivations for prosustainability behaviour, the role of altruism compared to reciprocity motivations in collectivistic cultures, and the role of agency in collectivistic behaviour (see Cho, Thyroff, Rapert, Park, & Lee, 2013;Font, Garay, & Jones, 2016;Gelfand et al, 2004;Vaidyanathan, Aggarwal, & Kozłowski, 2013;Vitell et al, 1993). Because collectivism is often the result of perceived proximity with the beneficiary of one's actions (Hofstede, 1980), further research is needed to understand how tapping into one's altruism may have different results for domestic or international tourists.…”