Extending the Norm Activation Model: The Moderating Role of Subjective Norms in Tourists’ Responsible Behavior Toward Cultural Heritage of Tourists

Abstract

This study aims to extend the Norm Activation Model (NAM) by incorporating Subjective Norms (SN) as a moderating variable to examine Vietnamese tourists’ responsible behavior toward cultural heritage at heritage destinations. A quantitative approach was employed using survey data from 381 Vietnamese tourists who visited heritage sites in Hanoi and Hue. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the relationships among constructs. The findings reveal that awareness of consequences, ascription of responsibility, and personal norms significantly influence responsible heritage behavior. Subjective norms play a crucial moderating role, especially in the relationships between ascription of responsibility and personal norms, and between personal norms and behavior, reflecting the strong influence of collectivist cultural values. This study offers both theoretical and practical insights for promoting responsible heritage tourism in collectivist societies like Vietnam. Emphasizing social influence and personal moral obligation can enhance sustainable tourism practices.