Segmenting and predicting prosocial behaviours among tourists: a latent class approach
- UNCW Author/Contributor (non-UNCW co-authors, if there are any, appear on document)
- Prosper Bangwayo-Skeete (Creator)
- Institution
- The University of North Carolina Wilmington (UNCW )
- Web Site: http://library.uncw.edu/
Abstract: In building sustainable post-pandemic destinations, it is critical to understand the typologies of tourists’ prosocial behaviours. Consequently, this study innovatively applied a latent class cluster analysis to segment the prosocial behaviours of 403 Macau tourists. Three ordered discrete segments were derived based on consistent tourists’ probabilities of performing prosocial behaviours on the trip namely: the Self-centred, the Intermediate, and the Philanthropist. The associated ordered logistic regression predicting the segments revealed that relative to the Self-centred, the Intermediate and the Philanthropist are more likely to face death terror, are sociable – seek vacation friends – and believe in cultural and heritage conservation. Not only does this research expand the theoretical application of Terror Management Theory, the Scrooge effect, and the self-esteem concept, it contributes to prosocial alternative tourism with novel destination management implications for marketing and promoting prosocial tourism performance.
Segmenting and predicting prosocial behaviours among tourists: a latent class approach
PDF (Portable Document Format)
1848 KB
Created on 7/6/2023
Views: 302
Additional Information
- Publication
- https://doi.org/10.1080/13683500.2023.2229935
- Language: English
- Date: 2023
- Keywords
- prosocial behavior, latent class analysis, tourist segmentation, terror management theory, Scrooge effect, destination management