Tourists Giving Back: Tourists’ Pro-Sustainable Behavior through Exchange Relationships

Abstract

The purpose of this study is to assess the comparative effect of the dimensions of destination personality on tourists’ pro-sustainable behavior through the lens of Social Exchange Theory in the context of domestic leisure tourism in Pakistan. This study employed a deductive-quantitative design and collected data from 635 domestic tourists using purposive sampling. The findings indicate that the dimensions of sincerity, excitement, and sophistication have a significant positive influence on tourists' pro-sustainable behavior, whereas competence and ruggedness do not. This study is novel in its assessment of the comparative effects of destination personality dimensions, as these findings can help destination management organizations identify the personality aspects that can yield sustainable behaviour.