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Open AccessArticle

Community-Based Tourism as a Sustainable Direction in Destination Development: An Empirical Examination of Visitor Behaviors

1
College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea
2
School of Hospitality and Tourism Management, Kyungsung University, 309 Suyoungro, Nam-Gu, Busan 48434, Korea
3
Department of Tourism Management, Dong-A University 1 Bumin-dong (2 Ga), Seo-gu, Busan 49236, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(10), 2864; https://doi.org/10.3390/su11102864
Received: 14 April 2019 / Revised: 15 May 2019 / Accepted: 16 May 2019 / Published: 20 May 2019
(This article belongs to the Special Issue Sustainable Directions in Tourism)
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. View Full-Text
Keywords: community-based tourism; local community; sustainable tourism; destination development; sense of belonging; pro-social/pro-environmental behavior community-based tourism; local community; sustainable tourism; destination development; sense of belonging; pro-social/pro-environmental behavior
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Han, H.; Eom, T.; Al-Ansi, A.; Ryu, H.B.; Kim, W. Community-Based Tourism as a Sustainable Direction in Destination Development: An Empirical Examination of Visitor Behaviors. Sustainability 2019, 11, 2864.

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