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Consumer engagement in village eco-tourism: A case of the cleanest village in Asia – Mawlynnong

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  • Neeraj Sharma
  • Bijoylaxmi Sarmah

Abstract

This study examines the unique role of local community–consumer/customer engagement in influencing consumer/customer satisfaction (reflected in terms of economic activity) and future behavioural intention (reflected in terms of tourism develop-ment) in eco-tourism context in Mawlynnong village, Meghalaya,India, which has rightfully earned for itself the title of “Cleanest village in Asia.” The study builds on the contents and data from 35 in-depth researches on tourism (in the context of Mawlynnong) with the help of a content analysis (using NVivo 12) method and interaction with 8 local village families followed by structural equation modelling(SEM) analysis (using Adanco 2.0.2).The results show that factors such as cleanliness, local community–consumer/customer engagement, infrastructure, heritage and education enhance perceived trust among tourists, resulting in tourism development and enhanced economic activity by tourists. The participative service innovation behaviour (cleanliness) positively influences exploration intention(tourism) in this context. Furthermore, participative service innovation behaviour (in cleanliness) is found to mediate the relationship between its two driving factors, namely local community engagement and perceived trust in the service provider(tourism). The findings also provide various strategies tourism and hospitality firms and government tourism departments can use to prioritize factors and co-creating a replicable model of service innovation effectively using Mawlynnong example.

Suggested Citation

  • Neeraj Sharma & Bijoylaxmi Sarmah, 2019. "Consumer engagement in village eco-tourism: A case of the cleanest village in Asia – Mawlynnong," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(2), pages 248-265, April.
  • Handle: RePEc:taf:jgsmks:v:29:y:2019:i:2:p:248-265
    DOI: 10.1080/21639159.2019.1577692
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    Cited by:

    1. Lee, Eung Jin & Bae, Joonheui & Kim, Kyung Hoon, 2020. "The effect of environmental cues on the purchase intention of sustainable products," Journal of Business Research, Elsevier, vol. 120(C), pages 425-433.
    2. Xiaocheng Vicky Zhang & Suk Ha Grace Chan, 2021. "Do Knowledge and Experience Value Affect Green Tourism Activity Participation and Buying Decision? A Case Study of Natural Dyeing Experience in China," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    3. Po Yen Lee & Lin Qi & Peng Li, 2020. "Host Community Attitude Toward Trade-off Between Tourism Development and Environmental Conservation: A Case Study of Palau," Business and Management Research, Business and Management Research, Sciedu Press, vol. 9(1), pages 21-34, March.

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