Abstract
ABSTRACTThis paper aims at examining the commitment of tour guides to take the role of instructing tourists to avoid destructive behaviours during their visitation, a theoretical model was developed to include the concepts of value orientations, social norms and personal norms/commitment. A model where social norms fully mediated the relationship between value orientations and personal norms/commitment proved to be statistically most fitting; social norms had a significant relation of a moderate strength with personal norms/commitment. Such findings confirm the need to encourage and qualify tour guides to take a better role in influencing the behaviour of tourist groups to become more responsible.
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