Citizenship behaviour in tourism and hospitality: A systematic review and research agenda

Abstract

This study provides a comprehensive and up-to-date systematic review of tourist/customer citizenship behaviour (TCB/CCB) conducted exclusively within tourism and hospitality, synthesizing 103 peer-reviewed empirical articles (2014-2025) from Scopus and Web of Science using the PRISMA protocol and TCCM framework across three evolutionary periods. The field has grown exponentially, with 86.4% of publications post-2020. Social Exchange Theory dominates (48.5%), followed by Stimulus-Organism-Response (23.3%) and Service-Dominant Logic (15.5%), and the four-dimensional structure (advocacy 62.1%, feedback 60.2%, helping 57.3%, tolerance 30.1%) predominates. CSR/sustainability (15.5%) and social interaction (10.7%) lead antecedents, emotions/affect (20.4%) is the dominant mediator, and TCB serves as dependent variable in 87.4% of studies. Temporal analysis reveals shifts from SDL to SET dominance, from CB-SEM to PLS-SEM parity, and from airline-focused to destination-centred research, while concentration in China (36.9%) and Asia (69.9%) limits generalizability. The review establishes TCB as a domain-specific construct distinct from general service CCB, identifies tourism-unique mechanisms (destination attachment, tour leader effects), and offers an integrative framework and prioritized research agenda.