The Effect of Residents’ Attitude toward Tourism on their Pro-Tourism Behaviour: A Case Study of Hua-Hin Prachubkirikhan

Authors

  • Noppanon Homsud Department of Marketing, Faculty of Management Science, Silpakorn University

Abstract

This study focused on the impact of attitude toward tourism on pro-tourism behaviour. The social exchange theory and theory of reasoned action were used to support this model. This study constructed a model for testing the relationship among welcome tourists behaviour, perceived local economy, personal benefit, attitude toward tourism, and pro-tourism behaviour. Empirical testing was used for observing the effect of the model. The sample comprised 408 people from Hua-hin Prachubkirikhan, who were selected by convenience sampling. The research instrument was a questionnaire that was divided into the following 4 parts: general data, perceived tourism impact (welcome tourists behaviour, perceived local economy, and personal benefit), attitude toward tourism, and pro-tourism behaviour. Statistical analysis methods included frequency, percentage, mean, standard deviation, and structural equation modelling. All the hypotheses were supported, indicating a significant positive effect of attitude toward tourism on pro-tourism behavior.

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Published

2017-11-07

How to Cite

Homsud, N. (2017). The Effect of Residents’ Attitude toward Tourism on their Pro-Tourism Behaviour: A Case Study of Hua-Hin Prachubkirikhan. Mediterranean Journal of Social Sciences, 8(6), 135. Retrieved from https://www.richtmann.org/journal/index.php/mjss/article/view/10116