What question did this study set out to answer?

This research aims to explore how mortality salience affects intentions to engage in volunteer tourism and the role of cultural differences.

April 1, 2026

The Effect of Mortality Salience on Volunteer Tourism: Cross‐Cultural Comparison

Key Points

This research aims to explore how mortality salience affects intentions to engage in volunteer tourism and the role of cultural differences.
Conducted a cross-cultural survey in the United States and South Korea
Analyzed data using structural equation modeling
Examined the impact of mortality salience on volunteer tourism intention through self-esteem and cultural worldview
Mortality salience increased volunteer tourism intention indirectly via self-esteem and cultural worldview
Self-esteem had a stronger influence on intentions in the United States
Cultural worldview was more significant in shaping intentions in South Korea

Abstract

ABSTRACT This study examines volunteer tourism intention (VTI) by integrating terror management theory (TMT) and the theory of planned behavior (TPB) in the post‐COVID‐19 context. Survey data from the United States ( n = 402) and South Korea ( n = 326) were analyzed using structural equation modeling. The results showed that mortality salience (MS) increased VTI indirectly through self‐esteem (SE) and cultural worldview (CW), which shaped attitudes, subjective norms, and perceived behavioral control. Multigroup analysis revealed cross‐national differences: SE played a stronger role in the United States, whereas CW was more influential in South Korea. These findings suggest that existential concerns can motivate prosocial tourism behavior, while cultural context shapes the psychological mechanisms underlying such responses. The study advances tourism research by integrating TMT with TPB to explain volunteer tourism decision‐making.

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