Abstract

As a driver of tourist-oriented citizenship behavior, the effect of social support has not been thoroughly investigated. Grounded in a framework integrating the stimulus-organism-response model and self-determination theory, this study investigates how social support influences TOCB through the sense of self-determination. Structural equation modeling is used to analyze the survey data collected from 377 tourists in China. It is found that social support have a remarkably positive impact on the sense of self-determination which have an intermediary role in the relationship between social support and TOCB. This study provides empirical evidence for the marketing strategies of tourism destinations and enterprises.