Residents as gratuitous referrals at destination: An integrative model from altruistic values to pro‐tourism behavior

Abstract

AbstractThe altruistically shared information provided by residents is significant for travelers, affecting decisions they postpone until arrival at their destination. This study integrates altruism as a personal value with the basic postulates of social exchange theory and theory of reasoned action to explain the behavior of residents in terms of gratuitous referrals at destination (GRAD). A structural equation model is tested at a tourist destination on the coast of southwestern Spain. The results reveal that the factors influencing residents' attitude toward GRAD behavior (GRB) substantially differ from those that condition attitude toward tourism more generally. Furthermore, the altruistic values of residents indirectly condition their GRB.