Investigating the Formation of Ethical Animal-Related Tourism Behaviors: A Self-Interest and Pro-Social Theoretic Approach

Abstract

Grounded in the theory of reasoned action, this research aims to integrate self-interest and pro-social motive variables to identify the effective conditions that influence tourists’ ethical behaviors when participating in animal-related tourism activities. Innovative statistical methods, specifically Generalized Structured Component Analysis Measurement Errors Incorporated and Necessary Condition Analysis, were used to verify a theoretical framework and identify necessary and/or sufficient conditions that contribute to tourists’ behavioral intentions (BIs) for ethical animal tourism. To provide a comprehensive understanding, this study considered animal welfare literacy and concern for animal abuse in tourism as moderators. A subgroup analysis was conducted using a rigorous methodological procedure, revealing four categories of predictive variables: necessary and sufficient, necessary but insufficient, unnecessary but sufficient, and unnecessary and insufficient. The results of the study demonstrated that a sense of moral obligation to engage in ethical animal-related tourism was a necessary and sufficient condition for BI among tourists.