Abstract
Tourism rests on the natural beauty and uniqueness of a tourist destination, both the environment and the people’s socio-culture, hence maintaining sustainability towards a better future. The development of volunteer tourism does not rely solely on tourists’ behavior. Nevertheless, it also depends on the uncertainties and consequences as well as emotional connection of what the destination has to offer. So far, the scholars have done little empirical study on this area. Thus, this study tries to undertake a conceptual research on measuring volunteer tourists’ behavior by understanding the relationship between the norm activation model and destination attachment and risk perception roles. Therefore, a study on the inclusivity of tourists’ attachment to a particular place and perceived risks in volunteer tourism is an essential need to sustain the tourism industry. Constructs affecting the behavior of volunteer tourists are discussed and relevant propositions are made. Managerial implications are suggested, and future research directions are also identified.
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