An Empirical Study on Determinants of Pro-Social Behavior in a Local Community

Abstract

As suggested in the case of "the 100 charismas of tourism", local communities can be improved if at least one ultra-altruistic person engages in cooperative behavior for the benefit of the community. This paper investigated determinants of such pro-social behavior toward a local community by "regional charismas." For the purpose, a questionnaire survey was conducted based on determinant factors of altruistic behavior proposed by previous research. The respondents were 1) "the 100 charisma of tourism" (n = 95), 2) "residents living in the same region as the charismas" (n = 400), and 3) residents living in other regions (n = 500). By comparing different groups, individual and regional factors of pro-social behavior by "charismas" were examined. The results suggested that Schwartz's "norm activating factor" and "perceived benefits" regarding pro-social behavior directly related to individual factors of charismas' behavior, and "sympathy" among residents directly related to regional factors.