Abstract:
Over the past decade, volunteer tourism has emerged as a popular alternative to traditional tourism,
as evidenced by the growing number of organizations and participants worldwide. However, less
attention has been paid to understanding the behavior of volunteer tourists. The purpose of this study
was to analyze the factors that influence the intention to participate in volunteer tourism. Using a
quantitative approach, a model including self-efficacy, awareness of need, and global citizenship
within the framework of the Theory of Planned Behavior was developed to analyze the behavioral
intention of volunteer tourists. The structural equation modeling technique was applied to the results
of a questionnaire completed by 235 volunteer tourists. The results confirmed that awareness of need
moderated the relationship between self-efficacy and subjective norms on behavioral intention to
engage in volunteer tourism, and that attitudes partially mediated the relationship between global
citizenship and intention to engage in volunteer tourism. The originality of the present study was to
assess the indirect effect of global citizenship on the intention of individuals to engage in volunteer
tourism, through their attitudes. The results represent the first attempt to quantitatively assess the
impact of global citizenship on volunteer tourism
