Tourists' intention to visit a destination where child labor is employed: an application of the theory of planned behavior (TPB)

Abstract

PurposeThis study aims to explain the effect of tourists' attitudes towards child labor, subjective norms and perceived behavioral control (PBC) on their intention to visit a destination with the model created with the help of theory of planned behavior (TPB).Design/methodology/approachThe study utilized the convenience sampling technique. Data were collected through social media platforms from individuals over the age of 18 who live in Turkey and have traveled as tourists before. For this purpose, travel and tourism-themed groups were applied. Six hypotheses based on the literature were tested in the study. Data analysis was carried out using the Smart partial least square (PLS) program on data collected from 226 people.FindingsFindings showed that the conceptual model explained tourists' intentions well. In detail, subjective norm, PBC and attitude, together with their belief constructs, all had a positive impact on visit intention.Practical implicationsDestination managers are recommended to protect children's rights in the destination. Any kind of exploitation of children and child labor can be prevented if stakeholders within the industry do not include any partners that violate children's rights. Destination managers should also guarantee the safety of children by launching codes of conduct and guidelines in coaction with local authorities and NGOs.Originality/valueMany factors that may affect tourists' intention to visit a destination have been studied in the literature so far; however, tourists' perspective on child labor in a destination was not among these factors. It is not known whether the problem of child labor in destinations will affect tourists' intention to visit that destination. In this study, destination visit intention is discussed from this aspect, and this study differs from the previous studies in this respect. Recommendations were provided for practitioners to evolve into a child-friendly destination and highlight the efforts made to prevent child labor in their marketing practices.