Encouraging tourist citizenship behavior through resource uniqueness and service quality: The mediating role of emotions

Consumer citizenship behavior is widely considered to be vital to business success. However, the role of resource uniqueness and service quality in encouraging citizenship behavior in tourism settings has not been well understood. Grounded on a framework integrating the Stimulus-Organism-Response Model and Social Exchange Theory, this study examines whether tourism resource uniqueness and service quality affect tourists' citizenship behaviors (i.e., word-of-mouth recommendations and providing feedback) through the mediating effect of tourist emotion (i.e., positive and negative emotions). A total of 321 samples collected from three types of scenic spots in China were analyzed using structural equation modeling and Bootstrapping procedures. Results suggest that both tourism resource uniqueness and service quality positively predict positive emotion and negatively influence negative emotion, which is further positively and negatively associated with word-of-mouth recommendation and providing feedback, respectively. Moreover, both positive emotion and negative emotion mediate the effects of tourism resource uniqueness and service quality on tourists' citizenship behaviors. Findings provide evidence that both resource uniqueness and service quality are critical to understand tourists' citizenship behavior, and offer important marketing implications for destinations to manage tourist emotional experiences.