Community-Based Tourism as a Sustainable Direction in Destination Development: An Empirical Examination of Visitor Behaviors
- Authors
- Han, Heesup; Eom, Taeyeon; Al-Ansi, Amr; Ryu, Hyungseo Bobby; Kim, Wansoo
- Issue Date
- May-2019
- Publisher
- MDPI
- Keywords
- community-based tourism; local community; sustainable tourism; destination development; sense of belonging; pro-social; pro-environmental behavior
- Citation
- SUSTAINABILITY, v.11, no.10
- Journal Title
- SUSTAINABILITY
- Volume
- 11
- Number
- 10
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/80062
- DOI
- 10.3390/su11102864
- ISSN
- 2071-1050
- Abstract
- Community-based tourism is an emerging form of sustainable tourism. Community-based tourism often brings various financial/non-financial benefits to local communities and maximizes sustainability at the local level. The present study was designed to uncover the role of community-based tourism performance in elucidating travelers' post-purchase decision-making process for sustainable destination products by considering the moderating effect of sense of belonging. A quantitative approach was adopted for the achievement of the research objective. A field survey conducted at community-based tourism destinations was utilized for data collection. The acceptable level of the measurement quality was demonstrated. The results of the structural equation modeling provided empirical evidence that community-based tourism performance significantly affects the formation of travelers' post-purchase intentions. In addition, the adequacy of the higher-order structure of community-based tourism performance was identified. The community-based tourism performance and intention relationship was also moderated by sense of belonging. With a lack of empirical research about community-based tourism, the findings of this research significantly add to the existing body of knowledge in sustainable tourism.
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