Behavioural intention of tourists towards volunteer tourism: A developing country perspective
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 motivat...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
International Hellenic University
2023-06-01
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| Series: | Journal of Tourism, Heritage & Services Marketing |
| Subjects: | |
| Online Access: | https://www.jthsm.gr/vol9iss1/9-1-4.pdf |
| _version_ | 1827919664983834624 |
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| author | Shahzar Ali Khan Verda Khan Mohd Asif Khan |
| author_facet | Shahzar Ali Khan Verda Khan Mohd Asif Khan |
| author_sort | Shahzar Ali Khan |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-13T04:00:21Z |
| format | Article |
| id | doaj.art-bd81c930adec43b9ac55e848ebcb505a |
| institution | Directory Open Access Journal |
| issn | 2529-1947 |
| language | English |
| last_indexed | 2024-03-13T04:00:21Z |
| publishDate | 2023-06-01 |
| publisher | International Hellenic University |
| record_format | Article |
| series | Journal of Tourism, Heritage & Services Marketing |
| spelling | doaj.art-bd81c930adec43b9ac55e848ebcb505a2023-06-21T16:27:13ZengInternational Hellenic UniversityJournal of Tourism, Heritage & Services Marketing2529-19472023-06-0191374710.5281/zenodo.8054815Behavioural intention of tourists towards volunteer tourism: A developing country perspectiveShahzar Ali Khan0https://orcid.org/0000-0001-9407-8180Verda Khan1https://orcid.org/0000-0001-8618-5939Mohd Asif Khan2https://orcid.org/0000-0003-3855-1070Aligarh Muslim UniversityAligarh Muslim UniversityAligarh Muslim UniversityPurpose: 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.https://www.jthsm.gr/vol9iss1/9-1-4.pdfvolunteer tourismtheory of planned behaviourmotivationspotential volunteer touristsbehavioural intention |
| spellingShingle | Shahzar Ali Khan Verda Khan Mohd Asif Khan Behavioural intention of tourists towards volunteer tourism: A developing country perspective Journal of Tourism, Heritage & Services Marketing volunteer tourism theory of planned behaviour motivations potential volunteer tourists behavioural intention |
| title | Behavioural intention of tourists towards volunteer tourism: A developing country perspective |
| title_full | Behavioural intention of tourists towards volunteer tourism: A developing country perspective |
| title_fullStr | Behavioural intention of tourists towards volunteer tourism: A developing country perspective |
| title_full_unstemmed | Behavioural intention of tourists towards volunteer tourism: A developing country perspective |
| title_short | Behavioural intention of tourists towards volunteer tourism: A developing country perspective |
| title_sort | behavioural intention of tourists towards volunteer tourism a developing country perspective |
| topic | volunteer tourism theory of planned behaviour motivations potential volunteer tourists behavioural intention |
| url | https://www.jthsm.gr/vol9iss1/9-1-4.pdf |
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