Tour leader likeability and tourist citizenship behaviours: mediating effect of perceived value

Sheng-Hshiung Tsaur, Tsung-Lin Yang and Cheng-Hsien Tsai

Current Issues in Tourism, 2021, vol. 24, issue 18, 2628-2642

Abstract: Tourist citizenship behaviours play a crucial role in the cocreation of tourism experience, yet few studies have determined the antecedent variables affecting such behaviours. The present study investigated the association between tour leader likeability and tourist citizenship behaviours and the mediating influence of perceived value. Survey data from 264 tourists indicated that tour leader likeability positively affected perceived value and tourist citizenship behaviours. Perceived value positively affected tourist citizenship behaviours. Perceived value mediated the relationship between tour leader likeability and tourist citizenship behaviours. The research contributed to increase knowledge by providing insights on the relationships among tour leader likeability, perceived value, and tourist citizenship behaviours with a focus on tourist value cocreation. The results can be applied to travel managers in terms of human resource management and customer relationships.

Date: 2021
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DOI: 10.1080/13683500.2020.1849044

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