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Influencing altruistic tourist behaviour: Persuasive communication to affect attitudes and self‐efficacy beliefs
Author(s) -
Shahzalal Md,
Font Xavier
Publication year - 2018
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.2184
Subject(s) - structural equation modeling , collectivism , affect (linguistics) , social psychology , psychology , tourism , persuasive communication , individualism , persuasion , political science , statistics , mathematics , communication , law
This article studies the determinants of altruistic behaviour in a collectivistic country. A focus group discussion identified the determinants and their causal relationships. Partial least square and covariance‐based structural equation modelling provide similar results in 605 questionnaires, which support the model's fit. The tourists are likely to perform more altruistic behaviours if they are exposed to persuasive communication that enhances self‐efficacy beliefs, more than communication tapping into one's sustainability attitudes. The study shows the potential of focusing on altruistic messages in a collectivistic country (Bangladesh) in comparison to the individualistic messages typically shown to be more persuasive in Western countries.