ABSTRACT

The present research sought to uncover how tourists’ cultural involvement (CI) influences responsible behavior (RB) during their travel to a tourist’s destination. Although the importance of involvement has been recognized in responsible tourism literature; CI as a major contributor to RB finds no mention and deserves more attention. To cull deeper insight, the study followed the triangulation method, where both tourist and tour-operators were probed. Grounded theory approach was adopted to theorize the conceptual framework and model validation was carried out with quantitative analysis using structural equation modeling (SEM). Three major antecedents to CI, namely, tourist’s cultural motivation (CM), social influence (SI), and marketing stimuli (MS) were identified. The study also traced the moderating role of mindfulness in arousing RB. Limiting the scope within the geographical boundary of India, the study makes the first attempt in introducing “CI” in tourism research which can be extended further with more cross-cultural studies. The findings will aid future researchers, marketers, and policymakers to associate CI with responsible tourism.

摘要

本研究旨在揭示游客的文化参与 (CI) 如何影响他们前往旅游目的地的负责任行为 (RB)。尽管参与的重要性已在负责任的旅游文献中得到认可；CI 作为 RB 的主要贡献者没有被提及，值得更多关注。为了更深入地了解，该研究采用了三角测量法，对旅游者和旅游经营者进行了调查。采用扎根理论方法对概念框架进行理论化，并使用结构方程模型（SEM）进行定量分析并进行模型验证。确定了CI的三个主要前因，即游客的文化动机（CM）、社会影响力（SI）和营销刺激（MS）。该研究还追踪了正念在唤起 RB 中的调节作用。该研究将范围限制在印度的地理边界内，首次尝试在旅游研究中引入“CI”，可以通过更多的跨文化研究进一步扩展。这些发现将有助于未来的研究人员、营销人员和政策制定者将 CI 与负责任的旅游联系起来。