Tourist prosocial behavior: scale development and its role between tourist destination social exclusion and wellbeing

Prosocial behavior plays an important role in promoting a sustainable and inclusive society. However, the academic investigations regarding tourist prosocial behavior have been limited and ambiguous. This research aimed to develop the measurement instruments to measure tourist prosocial behavior. Through a mixed methods approach across four different studies, this research established a 27-item, six-dimensional measurement scale of tourist prosocial behavior. Using the proposed scale, this study examined the relationship between social exclusion, tourist prosocial behavior, and tourist well-being to assess the nomological validity. This research extends the current knowledge of prosocial behaviors by defining tourist prosocial behavior and examining its dimensionality. It also provides practical insights related to destination marketing and interventions to promote tourist prosocial behavior.