The influence of norms on tourist behavioural intentions

Abstract

This article examines how various norms affect customer loyalty behaviours, including revisiting intentions and positive word of mouth (WOM). Subjective norms were modelled as independent variables, while personal and cultural norms were used as mediators. The rationale for these proposed relationships is provided in the article. The normative conduct theory and the theory of planned behaviour were utilized in the development of this integrated model. Data were collected from 668 tourists at five different tourist locations in districts in the northern province of Pakistan. The results demonstrate that injunctive norms were significant predictors of tourists' revisit intentions and positive WOM intentions. Descriptive norms were also significant in predicting revisit intentions. Surprisingly, these norms appeared insignificant in terms of a direct relationship with positive WOM. Nevertheless, personal and cultural norms significantly mediated the proposed relationships. The current study extends the existing empirical and theoretical body of evidence regarding tourists' subjective, cultural and social norms, and their effects on tourists’ behavioural intentions. The findings also yield useful insights for marketers and governmental bodies that will aid in future decision-making.