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Behavioural intention of tourists towards volunteer tourism: A developing country perspective

Author

Listed:
  • Khan, Shahzar Ali
  • Khan, Verda
  • Khan, Mohd Asif

Abstract

Purpose: Although volunteer tourism has been studied via several theoretical lenses, little is known about the behavioural intention of potential volunteer tourists from developing nations. This study aimed to identify the behavioural intention of potential volunteer tourists and the factors motivating them. This study extends the theory of planned behaviour (TPB) to identify the potential volunteer tourists' behavioural intentions by adding four motivations: altruism, personal development, escape, and travel. Methods: A total of 272 valid responses were collected through an online survey. SmartPLS 3.0 was used to test the hypotheses. Results: The findings indicate that attitude, perceived behavioural control, subjective norms, escape, and personal development positively influences potential volunteer tourists' intention to take part in volunteer tourism programs. However, altruism and travel do not influence the potential volunteer tourists' intention to take part in volunteer tourism programs. Implications: Volunteer tourism organisers will get help from the present study's findings to design or improve volunteer tourism programs and activities accordingly, resulting in improved volunteer tourism experiences and, ultimately, impacting the tourists' intention to take part in volunteer tourism programs.

Suggested Citation

  • Khan, Shahzar Ali & Khan, Verda & Khan, Mohd Asif, 2023. "Behavioural intention of tourists towards volunteer tourism: A developing country perspective," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(1), pages 37-47.
    • Handle: RePEc:zbw:espost:272337
    DOI: 10.5281/zenodo.8054815
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    References listed on IDEAS

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    1. Yi Wang, 2022. "Chinese narrative in international development and volunteer tourism: a case study of a Chinese organisation’s practice in Mathare, Kenya," Third World Quarterly, Taylor & Francis Journals, vol. 43(9), pages 2306-2324, July.
    2. Ute Stephan & Lorraine M Uhlaner, 2010. "Performance-based vs socially supportive culture: A cross-national study of descriptive norms and entrepreneurship," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(8), pages 1347-1364, October.
    3. Angeliki Papana & Anastasia Spyridou, 2020. "Bankruptcy Prediction: The Case of the Greek Market," Forecasting, MDPI, vol. 2(4), pages 1-21, December.
    4. Quintal, Vanessa Ann & Thomas, Ben & Phau, Ian, 2015. "Incorporating the winescape into the theory of planned behaviour: Examining ‘new world’ wineries," Tourism Management, Elsevier, vol. 46(C), pages 596-609.
    5. Heesup Han & Soyeun Lee & Bo Meng & Bee-Lia Chua & Hyungseo Bobby Ryu, 2020. "The Relative Importance of Volunteer Tourism (Sustainable/Pro-Social Form of Tourism) Motivation Factors for Young Tourists: A Descriptive Analysis by Continents, Gender, and Frequency," Sustainability, MDPI, vol. 12(10), pages 1-21, May.
    6. Chen, Li-Ju & Chen, Joseph S., 2011. "The motivations and expectations of international volunteer tourists: A case study of “Chinese Village Traditions”," Tourism Management, Elsevier, vol. 32(2), pages 435-442.
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    Cited by:

    1. Pérez-Ricardo, Elizabeth del Carmen & García-Mestanza, Josefa, 2023. "Booking intention research progress: Emerging trends and research agenda," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(2), pages 11-27.
    2. Lee, Joseph Lok-Man & Lau, Chammy Yan-Lam & Wong, Charlaine Wai-Ga, 2023. "Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(2), pages 3-10.

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    More about this item

    Keywords

    Volunteer tourism; Theory of planned behaviour; Behavioural intention;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L52 - Industrial Organization - - Regulation and Industrial Policy - - - Industrial Policy; Sectoral Planning Methods
    • E7 - Macroeconomics and Monetary Economics - - Macro-Based Behavioral Economics

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