Measurement Model of Organizational Citizenship Behavior in Tourism, Case Study: Travel Agencies in Mazandaran and Guilan Provinces

The aim of this study is to develop an organizational citizenship behavior measurement model appropriate for tourism industry. Qualitative and quantitative approaches have been used in this research. Qualitative content analysis for extracting dimensions and components of organizational citizenship behavior and confirmatory factor analysis for testing the reliability and validity of measurement model. Data for CFA were gathered by distributing a self-made questionnaire among travel and tourism agencies in Mazandaran and Guilan provinces. Four factors were identified in this model. Patrolling, servant service, and support and maintenance are factors that are assessed by three items. These four factors can be placed in four areas which are created by organization- oriented or individual- oriented and progressive or vigilant dimensions. According to the goodness of fit indexes and meeting required criteria, the model can be used in future tourism studies as a suitable tool for measuring OCB.