Porras Bueno, NuriaHaldón Hermoso, Juana MaríaPlaza Mejía, María Ángeles2024-10-172024-10-172023Porras-Bueno, N., Haldón Hermoso, J. M., & Plaza-Mejía, M. Á. (2023). Modeling Residents’ WOM Behavior Toward Tourism Through Altruism and the Theory of Reasoned Action. Leisure Sciences, 1–22. https://doi.org/10.1080/01490400.2023.21785590149-04001521-0588 (electrónico)https://hdl.handle.net/10272/24267Residents are a key figure in the tourist and leisure experience because through their words and actions, they can become ambassadors for their locality and provide a distinctive image of the tourist destination. They are often motivated by the altruistic purpose of helping others or promoting their locality as a tourist destination. To determine if true altruism influences the attitudes, intentions and WOM behavior of residents, a model based on Theory of Reasoned Action (TRA) was tested in a small coastal city in southwestern Spain. The results show that the altruistic values of the residents directly and positively influence their attitudes toward WOM behavior and, though to a weaker degree, their WOM behavior. The research corroborates the basic postulates of TRA regarding the attitudes-intentions-behavior sequence and advocates the inclusion of the residents’ attitudes towards pro-tourism behavior in TRA-based models instead of the traditional attitude toward the object (tourism or tourist).engAtribución-NoComercial-SinDerivadas 3.0 Españahttp://creativecommons.org/licenses/by-nc-nd/3.0/es/WOM behaviorAltruismTheory of Reasoned ActionResidentsAttitude toward a behaviorjournal article10.1080/01490400.2023.2178559open access6114.02 Actitudes6114.17 Percepciones y Movimientos Sociales6114.03 Comportamiento Colectivo5312.90 Economía Sectorial: Turismo