Nigel J Morgan

Increases in dog guardianship and the demand for dog-friendly travel services present an opportunity for tourism providers, but this market can still be undervalued or taken for granted. A better understanding of the social behavior and experiences of traveling with dogs is required to discern what impacts guardians' behavioral tendencies to travel with their dogs. Built on past literature and the reflective-impulsive model (RIM) of social behavior, a conceptual model was developed based on four social representations/perceptions (human–dog symbiotic relationship, dog well-being beliefs, information acquisition, and perceived risks) that influence guardians' motivational orientation (intrinsic motivation) and behavioral tendencies (intention and behavioral schema) to travel with their dogs. A mixed methods design, with an online survey (N = 611) to test the model using partial least squares structural equation modeling (PLS-SEM) and semi-structured interviews (N = 34), was used to develop a better understanding of the social representations and experiences of guardians traveling with their dogs. Results from the quantitative analysis show that dog well-being beliefs had the strongest positive impact, while both dog well-being beliefs and information acquisition impacted motivation and behavioral tendencies. Perceived risks had a negative effect only on behavioral schema, while the human–dog symbiotic relationship required intrinsic motivation to drive behavioral patterns. Qualitative findings highlight the lived experiences of those traveling with their dogs, emphasizing that human and dog well-being and enjoyment are important to guardians, while issues persist with guardians finding adequate dog-friendly travel information and concerns regarding risks remain. Theoretical and managerial implications are provided.