Zhu Peng, Chi Xiaoting, Ryu Hyungseo Bobby, Ariza-Montes Antonio, Han Heesup
College of Hospitality and Tourism Management, Sejong University, Seoul, South Korea.
School of Tourism and Geography Science, Qingdao University, Qingdao, China.
Front Psychol. 2022 Jun 10;13:901530. doi: 10.3389/fpsyg.2022.901530. eCollection 2022.
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.
本研究旨在通过结合规范激活模型(NAM)和计划行为理论(TPB)中的两个重要变量,解释疫情背景下遗产旅游中游客亲社会意图的形成。定量数据分析结果表明,所提出的假设得到了部分支持,这从理论角度回应并丰富了现有关于新冠疫情相关亲社会旅游和游客行为的研究。基于研究结果,讨论了对遗产旅游从业者相应的管理启示以及对未来研究人员推广可持续和亲社会遗产旅游产品的有意义参考。