Community empowerment: Pro-poor tourism income distribution

This article investigates income distribution in pro-poor tourism. Drawing on a five-year ethnography in Yuanyang, China, a three-level tourism income distribution model along with potential consequences of each mode was identified through thematic analysis of hybrid data (Study 1). Subsequently, government-led, corporation-led, and community-led mode designs were tested with a sample of 561 participants (Study 2). Results show that community-led income distribution leads to higher visit intention and willingness to pay whereas government-led and corporate-led modes have lower effects. Trust and engagement effectively mediate income distribution and behavioral intentions. This research contributes to the theoretical understanding of income distribution in rural tourism. Practically, businesses and local governments should prioritize community-led income distribution to enhance tourists' ethical behavior and promote sustainable practices.