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This study integrates tourists’ social interaction quality and experience with a casino brand to examine changes of tourist citizenship behavioral intentions between pre- and post-casino trips. A two-stage sampling method was deployed with data driven in the casino industry: a random sampling approach to select casino properties followed by a quota sampling approach to respondent selection. It advances the casino tourism literature by delineating that brand experience and attachment partially mediate the relationships leading from a triadic social interaction process to changes in casino tourists’ citizenship behavioral intentions. Moreover, branded casinos relish a greater change in such intentions, as casino tourists may feel the urge to reciprocate the tourist resources geared toward them and associate themselves with these brands.

Understanding Tourist Citizenship Behavioral Intentions: The Role of Social Interactions and Brand Perceptions