Understanding host community attitudes towards tourism and resident-tourist interaction: a socio-behavioural study of Melbourne’s urban-rural fringe
Creators: name: Zhang, Jiaying
Publisher: name: RMIT University
Year: 2024

description: The fast development of the tourism industry has created both positive and negative impacts on host communities. Reacting to these impacts, host residents hold various attitudes towards tourism and tourists. It has come to common agreement that a supportive host community plays a vital role in the successful and long-term development of community tourism.<br><br>In order to explain the antecedents of community attitudes towards tourism, researchers have investigated the topic from both the extrinsic perspective (such as stage-based models) and the intrinsic perspective (such as the Social Exchange Theory). Nevertheless, there are still several important research gaps and deficiencies within the existing literature. First, the influence of psychological factors (personality) on attitudes towards tourism is somewhat neglected. Second, when examining the relationship between community attitudes towards tourism and the influential factors, the majority of previous studies do not distinguish the orthogonal dimensions of attitudes (such as positive dimension and negative dimension). Third, the existing literature has not addressed the issue of whether specific attitudes towards tourism will lead to a corresponding behaviour when interacting with tourists, and what other factors are determinant in host-guest interactive behaviour.<br><br>Aiming to address such research gaps and deficiencies, this study has a major objective of developing a theoretical model (encompassing attitude element) to understand the antecedents of host-guest interaction. A quantitative approach was employed for the entire project. A self-administrated questionnaire survey was used to collect primary data. A total of 878 useful questionnaires were returned for analyses. Stratification sampling methods were utilized in communities where population database was accessible, while random sampling methods were used in other communities. <br><br>The findings from this study confirmed the two major hypotheses in terms of community attitudes towards tourism. First, there was a significant relationship between an individual’s personality and his/her attitudes towards tourism. Residents being high on Openness, Conscientiousness, Extraversion and Agreeableness traits and low on the Neuroticism trait tended to be more positive towards tourism than their counterparts. Second, while some factors were found to be influential on both positive and negative dimensions of attitudes towards tourism, others only demonstrated influences on one dimension. <br><br>The Resident-Tourist Interaction Model developed in this study provided a comprehensive theoretical framework in modelling and predicting host residents’ interactive behaviour towards tourists. Drawing on the evaluation results of three leading behavioural theories belonging to the school of cognition, the Model identified attitudinal, volitional, social, motivating and habitual factors for the prediction of resident-tourist interactive behaviour. Motivating factor (intention) was the critical and immediate element for action, which, in turn, was best predicted by subjective norms. External factors (gender, age and personality traits) only moderated the predictive power of the Model by less than two percent. The Model was valid and reliable for the current data.<br><br>The present study advanced resident-tourist interactive behavioural study by establishing a sound theoretical framework. It also consolidated the body of knowledge in understanding community attitudes towards tourism. Findings from this study have significant practical implications for community tourism planning and management.<br>