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

Traveler Pro-social Behaviors at Heritage Tourism Sites

Front Psychol. 2022 Jun 10:13:901530. doi: 10.3389/fpsyg.2022.901530. eCollection 2022.

Authors

Peng Zhu¹, Xiaoting Chi², Hyungseo Bobby Ryu³, Antonio Ariza-Montes⁴, Heesup Han¹

Affiliations

¹ College of Hospitality and Tourism Management, Sejong University, Seoul, South Korea.
² School of Tourism and Geography Science, Qingdao University, Qingdao, China.
³ Food Franchise Department, College of Health Sciences, Kyungnam University, Changwon-si, South Korea.
⁴ Social Matters Research Group, Universidad Loyola Andalucía, Córdoba, Spain.

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.

Keywords: COVID-related heritage tourism; anticipated emotions; attitude toward the pro-social behavior; norm activation model (NAM); pro-social behavioral intentions; social norm.