Effect of Residents’ Attitude on their Perceived Effects of Tourism and Support for Sustainable Tourism

Abstract

Amidst sustainable tourism gaining momentum globally, the present study analyses the effect of perceived positive and negative effects of tourism on the support for sustainable tourism among the resident community at an internationally renowned responsible tourism destination, Kumarakom in Kerala. Data collected through a structured questionnaire from 276 respondents residing in and around the destination was used for analysis. Based on a comprehensive review, a theoretical model depicting the relationship between the variables of interest was developed for empirical validation. Appropriate constructs for the model were identified through Exploratory Factor Analysis (EFA). Then, Confirmatory Factor Analysis (CFA) was performed to evaluate the measurement model validity. Structural Equation Modelling employing the Partial Least Squares (PLS) method was applied to test the hypothesized model. The study established a significant effect of residents’ perception of the positive and negative effects of responsible tourism on their support for tourism development. The study provided evidence for the negative effect on residents’ perception of the adverse effects of tourism on support for tourism development. The study provides essential inputs for planners and policymakers in realigning sustainable tourism initiatives in such a way as to garner the support of the resident community. It also empirically validates a theoretical model outlining how the perception of residents on the positive and negative effects of tourism influences their support for sustainable tourism.