Building resident commitment through tourism consumption: A relational cohesion lens

Abstract

Abstract By applying relational cohesion theory, this study explores how resident commitment toward tourism performing arts (TPA) development is cultivated through their recurring social exchanges with tourism. Using a sequential mixed-methods approach, 20 interviews and a survey of 438 residents were undertaken in a tourism destination (Hangzhou) in China. Results demonstrated distinctive differences in emotional responses, certainty, commitment and support between those residents with high levels of interaction and those with low levels of interaction with TPAs (i.e. TPA consumption). Positive emotions and certainty of impact were found to be significantly related to resident commitment, which contributed to their supportive behavioural intentions. The findings advance the literature on the tourism host community by highlighting the emotional side of the tourism-resident relationship. Strategies such as local marketing schemes and promoting interactive communications are suggested to cultivate residents’ committed support toward tourism development.