Jul 31st, 1:45 PM - 2:45 PM


Measuring Resident Reactions to Community Tourism Development: A Pilot Study of a New Conceptual Framework


The objectives of this study are two-fold: 1) to propose an alternative framework for understanding resident reactions toward community tourism through the integration of two theories, The Reasoned Action and Social Exchange Theory; and 2) to reveal the relationships between the key concepts in the framework, that is, beliefs, attitude, subjective norm, intention, support, personal factors, and marketing stimuli. This study represents an addition to the existing literature in community tourism and can benefit scholars, business analysts, and decision makers by clarifying the underlying theoretical concepts that explain what residents’ perceptions are toward tourism and how they can be measured.