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

Author

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  • Homsud Noppanon

    (Department of Marketing, Faculty of Management Science, Silpakorn University, Bangkok, Thailand)

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.

Suggested Citation

  • Homsud Noppanon, 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, Sciendo, vol. 8(6), pages 135-142, November.
    • Handle: RePEc:vrs:mjsosc:v:8:y:2017:i:6:p:135-142:n:14
    DOI: 10.1515/mjss-2017-0050
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