Abstract
This article studies the determinants of altruistic behaviour in a collectivistic country. A focus group discussion identified the determinants and their causal relationships. Partial least square and covariance-based structural equation modelling provide similar results in 605 questionnaires, which support the model’s fit. The tourists are likely to perform more altruistic behaviours if they are exposed to persuasive communication that enhances self-efficacy beliefs, more than communication tapping into one’s sustainability attitudes. The study shows the potential of focusing on altruistic messages in a collectivistic country (Bangladesh) in comparison to the individualistic messages typically shown to be more persuasive in Western countries. Keywords: Altruistic tourist behaviour, persuasive communication, attitude, self-efficacy belief, structural equation modelling, collectivism.