Traveler Pro-social Behaviors at Heritage Tourism Sites

Peng Zhu; Xiaoting Chi; Hyungseo Bobby Ryu; Antonio Ariza-Montes; Heesup Han

doi:10.3389/fpsyg.2022.901530

Frontiers in Psychology (Jun 2022)

Traveler Pro-social Behaviors at Heritage Tourism Sites

Peng Zhu,
Xiaoting Chi,
Hyungseo Bobby Ryu,
Antonio Ariza-Montes,
Heesup Han

Affiliations

Peng Zhu: College of Hospitality and Tourism Management, Sejong University, Seoul, South Korea
Xiaoting Chi: School of Tourism and Geography Science, Qingdao University, Qingdao, China
Hyungseo Bobby Ryu: Food Franchise Department, College of Health Sciences, Kyungnam University, Changwon-si, South Korea
Antonio Ariza-Montes: Social Matters Research Group, Universidad Loyola Andalucía, Córdoba, Spain
Heesup Han: College of Hospitality and Tourism Management, Sejong University, Seoul, South Korea

DOI: https://doi.org/10.3389/fpsyg.2022.901530
Journal volume & issue: Vol. 13

Abstract

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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.

Published in Frontiers in Psychology

ISSN: 1664-1078 (Online)
Publisher: Frontiers Media S.A.
Country of publisher: Switzerland
LCC subjects: Philosophy. Psychology. Religion: Psychology
Website: https://www.frontiersin.org/journals/psychology

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Abstract

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