Taylor's FSLM Journals
A Structural Model of Stakeholders’ Attitude Towards Rural Tourism Development

@ Asia-Pacific Journal of Innovation in Hospitality and Tourism

Online ISSN: 2710-6519

Yavana Rani Subramanian & Jeyakumaran Madasamy

Abstract:

Identifintion of stakeholders’ involvement in destination tourism plaru:iing and development, as well as the factors that might influence their level of involvement, is not only important fut tourism destination plannets, but also hdps gauge the host comtnunity’s support for destination tourism development and competitive strategics. This study tests the structural equation model between stakeholders’ perceptions and opinions on the impacts of tourism development and further dctennincs their willingness to support the competitive development and tnatketing sttatcgi.cs. The implications of social cxchang-c theory and stakeholders’ theory provide the theoretical underpinning for this study. The study is desaiptive in nature, and uses both quantitative and qualitative methodologies to investigate the relation.ships between diffetent constructs. The study area is a rural tourism spot, Kataikudi, Sivaganga District in Tamilrui.du, India. Convenience and quota sampling methods were adopted to collect quantitative data from different tourism stakeholders. Convenience sampling WllS used because of difficulty in approaching households for interviews due to the convcntio.oal natute of the society. Quota sampling was used to ensure different subgroups of the population were included in the sample of 300. The data were analysed using Sttuctutal Equation Modeling (SEM) with the statistical pawge Analysis of Moment Structures (AMOS). The study shows some statistical significance between tourism development impacts that people may experience and their desire for more patticipation in the decision-making process. & the study was do.oe in a small g-cogttphical location, the findings cannot be generalised to other runl locations. Further reseatth has to be done to extend the reach of the study. However, the results should help rum! tourism plan.oers, govemmcnts and support organisations in other areas to better evaluate and understand stakeholders’ attitude and perceptions befoteimplementing a project.

Key words: Community satisfaction, rural tourism, stakeholders’ attitude, tourism development impacts, tourism support