Abstract

Citizenship behaviour in tourists (CBT), which includes pro-social and voluntary actions such as sustainability advocacy, norm compliance, and cultural respect and appreciation, has the potential to further enhance sustainability in cultural tourism yet remains largely under-researched in this area. While previous studies examined trust, commitment, and identification as relational constructs connected to loyalty, their influence on tourism citizenship behaviour in community-based tourism has hardly been explored. In response to this gap, the current research analyses the influence of a community’s reputation and Destination Social Responsibility (DSR) on citizenship behaviour and the formation of trust, identification, and commitment. Penglipuran Village, a UNESCO Sustainable Tourism recognised Village in Bali, Indonesia, was chosen for this study. Quantitative data were collected from 222 respondents and analysed utilising Structural Equation Modelling (SEM). The model fit was exceptional (CMIN/DF = 1.005; CFI = 0.999; RMSEA = 0.005) and of the 7 hypotheses analysed, 5 received empirical support. It was found that community reputation has a positive effect on identification and trust, while DSR has a positive effect on trust but not community identification. Trust was the most significant mediator of the model. It positively affected commitment which enhanced citizenship behaviour. Unexpectedly, identification did not influence commitment, which suggests that identification, contrary to theoretical assumptions, was not a factor of relational loyalty. This research demonstrates the potential of trust to influence pathways of relational loyalty and citizenship behaviour in the context of cultural tourism and relationship marketing theory.