Residents’ behavioral support for tourism in a burgeoning rural destination

This study aimed to test a model derived from the social exchange theory and the theory of planned behavior in determining the role that antecedents play in explaining residents' behavioral support for tourism in a rapidly developing destination. Data were collected from 511 residents of McCurtain County in Oklahoma, USA, using onsite interception and online sampling strategies. Based on a two-step structural equation modeling analysis, eight out of the 10 proposed hypotheses were supported. Of the four potential predictors of residents’ attitudinal support for tourism, perceived benefits, perceived costs, and trust in local government were significant, explaining 63% of the variance in the construct. Attitudinal support, subjective norms, and perceived behavioral control then significantly explained 84% of the variance in behavioral intentions to support tourism. These intentions, in turn, significantly explained 44% of the variance in behavioral support for tourism. Implications, limitations, and future research suggestions are discussed at the close of the article.

Management Implications

Residents' support for tourism within McCurtain County in Oklahoma, USA, is not very strong mostly because residents do not feel that they can trust the government in making decisions regarding tourism and that they have limited power to contribute to tourism planning and management. To address the lack of trust in government, efforts should be made to increase transparency in tourism decision-making. This could occur through the greater inclusion of residents in planning sessions and sharing reports with the public (e.g., sharing minutes and reports via websites, radios, newspapers, etc.). The government should find ways to include more residents in tourism-related decision-making that will affect not only tourism businesses but also the community as a whole. This could look like a regular assessment of residents’ perspectives through conducting surveys, holding focus group interviews, or hosting town hall meetings.