Prosocial disposition shaping tourist citizenship behavior: Toward destination patronage intention

Abstract

This study explores the factors influencing tourist citizenship behavior (TCB) at destinations—voluntary actions by tourists that support the destination's well-being. Grounded in social exchange and equity theories, it examines individual traits (prosocial disposition) and destination factors (perceived justice) as drivers of TCB, along with its effect on tourists' patronage intentions. Two structural equation models were applied to tourist data, revealing that both self-perception and perceived justice significantly impact TCB. Notably, perceived justice plays a critical role, shifting explanatory power from traits like social responsibility and empathy, highlighting fairness perceptions as central to TCB. TCB positively influences the likelihood of destination revisits and recommendations, offering insights for destination managers to foster positive tourist behaviors and long-term relationships through equitable practices.