Tour leader likeability and tourist citizenship behaviours: mediating effect of perceived value

Understanding tourist citizenship behavior at the destination level

“…This commitment emerges in the form of behaviors such as recommending the tourist destination, giving feedback, and helping other tourists (i.e., performing TCB). These results support those of a previous tourism study indicating that the perceived value of a tour leader directly influences TCB toward that leader (Tsaur et al, 2021). They also concur with those of studies in other contexts, where it has been observed that perceived value is directly related to CCB in the case of hotels (e.g., Cheng et al, 2016) and sporting events (Kim, Byon, & Baek, 2020).…”

“…Customer citizenship behavior (CCB) makes a huge contribution to firm performance, service quality, and effectiveness (Groth, 2005). Given the importance of CCB, scholars have recently applied this concept to the tourist sector (e.g., Al Halbusi et al, 2020;Liu & Tsaur, 2014;Liu et al, 2020;Shafiee et al, 2020;Tsaur et al, 2021).…”

“…The few studies that have examined TCB have done so from the point of view of the customer of a tourism company. They have applied CCB to tourism contexts such as culture, arts, and creative operators (Al Halbusi et al, 2020), hotels (Shaffiee et al, 2020), and package tourism agencies (Tsaur et al, 2021). Furthermore, the antecedents and possible consequences of TCB that contribute to overall destination management performance have been underexplored.…”

“…Accordingly, destination identification may encourage tourists to feel a sense of connectedness to the place they are visiting (Kumar & Nayak, 2019), which could increase their TCB toward the destination. Research also suggests that perceived value can largely determine the tourist experience and behavioral intentions (Junaid et al, 2020;Tsaur et al, 2021). Due to its subjective and dynamic nature, perceived value is difficult to define.…”

“…Thus, this study makes a valuable theoretical contribution by empirically examining the antecedents (destination identification and perceived value) and possible consequences of TCB (willingness to sacrifice). While previous studies have examined TCB from the point of view of customers and tourist organizations at the organizational level (e.g., Al Halbusi et al, 2020;Shaffiee et al, 2020;Tsaur et al, 2021), this study examines tourists in terms of their behavior in the tourist destination and with other tourists at the destination level. Furthermore, this study confirms the multidimensionality of the constructs of TCB and willingness to sacrifice to visit a tourist destination.…”