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The Effects of Global Citizenship and Awareness of Need on the Behavioral Intention of Volunteer Tourists

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Over the past decade, volunteer tourism has emerged as a popular alternative to traditional tourism, as evidenced by the growing number of organizations and participants worldwide. However, less attention has been paid to understanding the behavior of volunteer tourists. The purpose of this study was to analyze the factors that influence the intention to participate in volunteer tourism. Using a quantitative approach, a model including self-efficacy, awareness of need, and global citizenship within the framework of the Theory of Planned Behavior was developed to analyze the behavioral intention of volunteer tourists. The structural equation modeling technique was applied to the results of a questionnaire completed by 235 volunteer tourists. The results confirmed that awareness of need moderated the relationship between self-efficacy and subjective norms on behavioral intention to engage in volunteer tourism, and that attitudes partially mediated the relationship between global citizenship and intention to engage in volunteer tourism. The originality of the present study was to assess the indirect effect of global citizenship on the intention of individuals to engage in volunteer tourism, through their attitudes. The results represent the first attempt to quantitatively assess the impact of global citizenship on volunteer tourism.

Keywords: AWARENESS OF NEED; GLOBAL CITIZENSHIP; THEORY OF PLANNED BEHAVIOR; VOLUNTEER TOURISM

Document Type: Research Article

Affiliations: 1: CENTRUM Católica Graduate Business School, Lima, Perú 2: Universidad de Granada, Granada, España

Publication date: March 5, 2024

This article was made available online on October 6, 2023 as a Fast Track article with title: "The Effects of Global Citizenship and Awareness of Need on the Behavioral Intention of Volunteer Tourists".

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  • Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.

    Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.

    Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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