Understanding tourist citizenship behavior at the destination level

Tourist citizenship behavior (TCB) is crucial for tourist destination management because of the benefits it provides to destinations. Despite importance this discretionary and altruistic behavior, however, scant research has analyzed TCB at level. The present study addresses gap. It examines relationships between identification, perceived value, TCB. also explores relationship willingness sacrifice visit a destination. Data on sample 629 tourists (aged 18 years or older) were collected test proposed hypotheses using structural equation modeling. reflective second-order construct (dimensions: recommendation, helping, feedback). results show that both identification value are positively related TCB, which affects sacrifice. Thus, findings provide evidence important factors in understanding tourists’ Furthermore, shows who willing help others by giving feedback recommending certain (i.e., performing TCB) make additional sacrifices travel theoretical practical implications researchers tourism managers level discussed. • three dimensions: feedback. Destination associated with