Can Positive Social Contact Encourage Residents' Community Citizenship Behavior? The Role of Personal Benefit, Sympathetic Understanding, and Place Identity.

Abstract

Identified as an increasingly pivotal aspect, the benevolent extra-role characteristic of community citizenship behavior contributes to destination development efficiency and social cohesion. Based on the egoistic-altruistic motivation framework, this study investigated three motivations that propel residents to exercise community citizenship behaviors in a positive social contact context, namely self-focused, other-focused, and place-focused motivation. A conceptual model combined with positive contact, personal benefit, sympathetic understanding, place identity, and community citizenship behavior was developed and tested using partial least squares structural equation modeling (PLS-SEM) through data from 366 residents in Kaifeng, China. The findings showed that of the three motivations for community citizenship behaviors, place identity contributed the most, and personal benefits failed to predict community citizenship behaviors. Furthermore, sympathetic understanding with tourists was most fostered by residents from the perception of positive contact with tourists. These findings offer a novel theoretical framework for scholarly investigation and provide practical insights for tourism managers regarding strategies to influence residents' community citizenship behavior.