Predicting the revisit intention of volunteer tourists using the merged model between the theory of planned behavior and norm activation model

Noppadol Manosuthi, Jin Soo Lee, Heesup Han

Research output: Journal article publicationJournal articleAcademic researchpeer-review

18 Citations (Scopus)


Despite the importance of the theory of planned behavior (TPB) and norm activation model (NAM) in explicating revisit intention, predictions based on the merging of these theories remain sparse in the youth volunteer tourism segment. To understand revisit intention formation, a meta-analysis is performed to draw a macro conclusion using prosocial studies as a representative of volunteer tourism in investigating the predictive power of the aforementioned-merged theories. Subsequently, latent growth curve modeling is applied to extend the understanding of tourist type identification to volunteer tourism research. The introduction of NAM into TPB marginally adds value to predictive power.

Original languageEnglish
Pages (from-to)510-532
Number of pages23
JournalJournal of Travel and Tourism Marketing
Issue number4
Publication statusPublished - 3 May 2020


  • Bayes factor (BF)
  • latent growth curve modeling (LGCM)
  • meta-analysis structural equation modeling (MASEM)
  • norm activation model (NAM)
  • temporal effects
  • theory of planned behavior (TPB)
  • Volunteer tourism

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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