The Influential Role of Personal Values in Contributing to Residents' Involvement in Tourism Recovery: Applying a Value‐Attitude‐Behavior Model

ABSTRACT This study applies a value‐attitude‐behavior model to investigate how personal values influence residents' perceptions of tourism impacts, their support for tourism recovery, and their involvement in tourism recovery efforts in Fiji. Survey data from 407 residents were analyzed following a two‐step confirmatory factor analysis followed by a covariance‐based structural equation modeling approach. Findings show egoistic values are positively associated with perceptions of negative tourism impacts and negatively associated with positive impacts. Contrarily, altruistic values do not significantly influence negative perceptions but are positively linked to positive ones. Cultural‐centric and biocentric values both mitigate negative perceptions and enhance positive ones. The study further reveals that negative perceptions of tourism are inversely related to support for tourism recovery, whereas positive perceptions are positively associated. Support for tourism recovery significantly predicts involvement in recovery initiatives. Findings contribute theoretical insights into how individual values and perceptions ultimately shape behaviors towards tourism development and recovery.