The effect of ecotourism knowledge on residents' attitudes in Otavalo, Ecuador: the knowledge theory of attitude-behavior consistency

Abstract

Purpose - Residents' supportive attitudes are essential for the successful development of ecotourism. Although existing literature has heavily relied on social exchange theory to explain residents' attitudes, this study explores a new theoretical direction by focusing on the cognitive process of residents' attitude formation. This study adopts the knowledge theory of attitude-behavior consistency that emphasizes the amount, relevance and complexity of ecotourism knowledge in shaping residents' positive attitudes toward tourism development in the regional community. Design/methodology/approach - Based on a survey of 394 residents of Otavalo, Ecuador, this study confirmed the reliability and validity of measurements, used PLS-SEM for statistical analysis, and evaluated the effect of ecotourism knowledge on residents' attitudes toward ecotourism. Findings - Under the control of community attachment and fair distribution of economic benefits supported by existing literature, this study finds that ecotourism knowledge has a positive and significant effect on residents' supportive attitudes toward tourism development. Research limitations/implications - By elucidating the cognitive process of residents' attitude formation and change, this paper shows the applicability of a knowledge-based theory to residents' attitudes toward tourism development, and offers practical implications for ecotourism policymakers and educational program developers. Originality/value - This study adopts the knowledge theory of attitude-behavior consistency and shows the positive influence of ecotourism knowledge on residents' attitudes.