Abstract
Drawing on the social practice theory, theory of planned behavior, social contagion theory, and social exchange theory, this study focused on tourist behaviors affecting tourism social sustainability and their drivers. Besides its unique contribution to distinguishing positive behaviors from negative ones, this study is the first exploring tourism social sustainability in remote communities in Vietnam, an emerging country and focusing on domestic tourists. The study reveals that tourists’ knowledge about tourism social sustainability is not only the safeguard against conducting improper behaviors. Behaviors negatively impacting tourism social sustainability can be instigated by crowd, pampering of one’s convenience, and superiority feeling. Furthermore, inappropriate behaviors can be nurtured by the community and service providers. This study also indicates a mixed finding regarding the role of tour operators and tour guides in enforcing the code of conduct and regulations; however, both leader and members of the community can play a critical role in promoting socially sustainable tourist behaviors.
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