Traveler Pro-social Behaviors at Heritage Tourism Sites

Abstract

This study aimed to explain the development of tourists’ pro-social intentions during heritage tourism within the pandemic context by combining the norm activation model (NAM) and two significant variables in the theory of planned behavior (TPB). The quantitative data analysis results indicated that the proposed hypotheses have been partially supported, which resonated and enriched the existing studies on COVID-19-related pro-social tourism and tourist behaviors from a theoretical angle. Based on the research outcomes, the corresponding managerial implications for heritage tourism practitioners and meaningful references for future researchers to promote sustainable and pro-social heritage tourism products have been discussed.

Pro‐environmental employees and sustainable hospitality and tourism businesses: Exploring strategic reasons and global motives for green behaviors

“…Personal norm is defined as a moral obligation to practice or refrain from a particular action (Chi, Han, & Kim, 2022;Schwartz, 1977;Zhu et al, 2022), it is a chief component of existing sociopsychological theories with regard to pro-environmental behaviors (Han, Yu, et al, 2018;Schwartz, 1977) and is interchangeably termed as moral norm or sense of obligation to take pro-environmental actions (Meng et al, 2022).…”

“…Such key constructs are derived from the value‐belief‐norm (VBN) theory, the norm‐activation model (NAM), and the theory of planned behavior (TPB), which have been combined to varying degrees by researchers in the fields of environmentalism, sociology, hospitality, and tourism, as well as consumer psychology and behavior to evaluate the individuals' decision‐making process of practicing pro‐environmental or pro‐social behaviors (Chi, Han, & Kim, 2022; Han, 2015, 2021; Han et al, 2017; Han, Lee, & Kim, 2018; Kim & Hwang, 2020; Liu et al, 2021). However, several major behavioral models, including the theory of reasoned action (TRA), the behavioral reasoning theory (BRT), and the theory of reasoned goal pursuit (TRGP), that are aimed to explain the specific causes, motivation, and/or goal mechanisms of an individual's particular behavior, have not been fully explored in conjunction with the NAM and the TPB (Ajzen & Kruglanski, 2019; Dhir et al, 2021; Sahu et al, 2020; Zhu et al, 2022), which could be interpreted as the specific reasons providing insights into the formation of motive‐induced normative mechanisms have gone unnoticed (Ajzen & Kruglanski, 2019; Sahu et al, 2020; Westaby et al, 2010). In general, the formation of personal norms and the implementation of pro‐environmental behaviors by employees in the workplace are relatively complicated and subject to assorted factors; thus it is essential to identify and distinguish the context‐specific reasons and global motives/beliefs for justifying and solidifying personal norms and pro‐environmental behaviors of employees in the hospitality and tourism industry.…”

Understanding the determinants for predicting citizens’ travel mode change from private cars to public transport in China

“…For example, Werff and Steg (2015) adopted the NAM to explain residents’ energy-saving behaviors, and suggested that NAM constructs could predict multiple energy use behaviors in households, including food consumption, driving, and showering. Zhu et al (2022) employed the NAM to explain tourists’ pro-social intentions during the pandemic period in order to promote sustainable tourism. The NAM has also been adopted to predict sustainable travel behaviors ( Møller et al, 2018 ; Nordfjærn and Rundmo, 2019 ).…”

“…Therefore, based on the original NAM ( Schwartz, 1973 , 1977 ) and related works ( Møller et al, 2018 ; Nordfjærn and Rundmo, 2019 ; Zhu et al, 2022 ), the following hypotheses (H1, H2, H3, and H4) are proposed from the perspective of altruism, i.e., taking travel mode choice as a pro-social behavior motivated by altruistic concerns.…”

Influencing factors and mechanism of tourists’ pro-environmental behavior – Empirical analysis of the CAC-MOA integration model

“…Currently, it is an important issue to guide and enhance tourists’ pro-environmental behavior in academia. Assessing the factors influencing tourists’ pro-environmental behavior is significant to improve tourism sustainability ( Zhu et al, 2022 ). Therefore, this research constructs mechanisms of tourists’ pro-environmental behavior based on the SOR theory, combined with the CAC theory and MOA theory.…”