Residents as gratuitous referrals at destination: An integrative model from altruistic values to pro‐tourism behavior

The altruistically shared information provided by residents is significant for travelers, affecting decisions they postpone until arrival at their destination. This study integrates altruism as a personal value with the basic postulates of social exchange theory and theory of reasoned action to expl...

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Bibliographic Details
Published inThe international journal of tourism research Vol. 25; no. 3; pp. 359 - 371
Main Authors Plaza‐Mejía, María Ángeles, Haldon‐Hermoso, Juana María, Porras‐Bueno, Nuria
Format Journal Article
LanguageEnglish
Published Chichester, UK John Wiley & Sons, Inc 01.05.2023
Wiley Periodicals Inc
Subjects
altruism
behavior
gratuitous referral
resident
social exchange theory
theory of reasoned action
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Summary:The altruistically shared information provided by residents is significant for travelers, affecting decisions they postpone until arrival at their destination. This study integrates altruism as a personal value with the basic postulates of social exchange theory and theory of reasoned action to explain the behavior of residents in terms of gratuitous referrals at destination (GRAD). A structural equation model is tested at a tourist destination on the coast of southwestern Spain. The results reveal that the factors influencing residents' attitude toward GRAD behavior (GRB) substantially differ from those that condition attitude toward tourism more generally. Furthermore, the altruistic values of residents indirectly condition their GRB.
ISSN:1099-2340
1522-1970
DOI:10.1002/jtr.2571