The Effect of Mortality Salience on Volunteer Tourism: Cross-Cultural Comparison

Abstract

This study examines volunteer tourism intention (VTI) by integrating terror management theory (TMT) and the theory of planned behavior (TPB) in the post-COVID-19 context. Survey data from the United States (n = 402) and South Korea (n = 326) were analyzed using structural equation modeling. The results showed that mortality salience (MS) increased VTI indirectly through self-esteem (SE) and cultural worldview (CW), which shaped attitudes, subjective norms, and perceived behavioral control. Multigroup analysis revealed cross-national differences: SE played a stronger role in the United States, whereas CW was more influential in South Korea. These findings suggest that existential concerns can motivate prosocial tourism behavior, while cultural context shapes the psychological mechanisms underlying such responses. The study advances tourism research by integrating TMT with TPB to explain volunteer tourism decision-making.