Visitor Conduct in the Destination Atmosphere

Tourism experiences are social by nature, and new research shows that tourist behavior has ripple effects. Visitor behavior can impact how other tourists interact and help one another. It shapes empathy, cooperation, and goodwill among these social situations, even across generations.

This study by Jia et al. focuses on when inappropriate behavior is perceived as intentional or unintentional. The finding shows that young adults watching senior tourists have much more understanding, empathy, and tolerance if they perceive inappropriate behavior as unintentional. Intentional misbehavior is met with non-prosocial behavior in return; a lack of patience as well as a lack of willingness to help among fellow tourists.

This study reinforces that great DMOs don’t just manage places; they also shape social experiences. A sometimes-overlooked dimension of destination management is visitor-to-visitor dynamics. Misbehavior doesn’t only affect staff and residents; it negatively shapes the social atmosphere for everyone. Promoting respectful behaviors and posting clear expectations that encourage positive interaction can protect experience quality and foster more positive interactions between visitors.

Proactively guiding visitors’ behavior helps create positive environments where empathy grows and destinations leave positive impressions.

The study can be found here.

Jia, G., Wen, J., & Wan, L. C. (2024). Taking Advantage of Their Seniority: How the Misbehavior of Senior Tourists Influence Young Adults’ Prosocial Behavior Towards Them. Journal of Travel Research, 64(7), 1719-1738. https://doi-org.ezproxy.lib.purdue.edu/10.1177/00472875241261623