Predicting the revisit intention of volunteer tourists using the merged model between the theory of planned behavior and norm activation model

ABSTRACT

Despite the importance of the theory of planned behavior (TPB) and norm activation model (NAM) in explicating revisit intention, predictions based on the merging of these theories remain sparse in the youth volunteer tourism segment. To understand revisit intention formation, a meta-analysis is performed to draw a macro conclusion using prosocial studies as a representative of volunteer tourism in investigating the predictive power of the aforementioned-merged theories. Subsequently, latent growth curve modeling is applied to extend the understanding of tourist type identification to volunteer tourism research. The introduction of NAM into TPB marginally adds value to predictive power.

KEYWORDS:

• Volunteer tourism
• theory of planned behavior (TPB)
• norm activation model (NAM)
• meta-analysis structural equation modeling (MASEM)
• Bayes factor (BF)
• latent growth curve modeling (LGCM)
• temporal effects

Disclosure statement

No potential conflict of interest was reported by the authors.