Using a value-attitude-behaviour model to test residents’ pro-tourism behaviour and involvement in tourism amidst the COVID-19 pandemic

This research tested a value-attitude-behaviour (VAB) derived model considering three forms of residents’ support (i.e. attitudinal, intentional, and behavioural) for tourism amidst the COVID-19 pandemic. The VAB model was formulated based on a merger of emotional solidarity and theory of reasoned action constructs. Data were collected from 545 Manavgat residents between June-October of 2021. The SEM revealed that each of the eight proposed hypotheses was significant; 67% of variance in attitudes towards tourism (AT) was accounted for by welcoming nature (WN); 56% of variance in intention to support tourism (IST) was explained by WN, AT, and subjective norms; 53% of variance in pro-tourism behaviour (PTB) was accounted for by WN and IST; and 54% of variance in involvement in tourism was explained by PTB and IST. Results indicated that residents’ value of tourists (i.e. WN) plays a vital role in support for tourism, and ultimately explains their involvement in tourism.