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Social expectations or self-regulation?-study on tourists' comity behavior in taking photos
Dong Li1,2, Zhaowen Duan1, Xiaoliang Xu3
1School of Tourism, Xi'an International Studies University, Xi'an, China.
Introduction:
During travel, photos capture beautiful moments and serve as a visual narrative. However, achieving a satisfactory photo in crowded tourist scenes relies on tourists' mutual cooperation and courtesy. This study aims to explore tourists' courteous behavior in photo-taking through normative activation theory.
Methods:
Structural equation modeling.
Results:
(1) Both social and individual norms positively affect courteous behavior, with individual norms having a greater impact; (2) Impression management motivation mediates the relationship between norms and courtesy; (3) Proactive personality moderates the link between individual norms and impression management but does not affect the link between social norms and impression management.
Discussion:
This study expands the application of normative activation and impression management theories and offers practical insights for tourism management to encourage civilized behavior.
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