Considering Residents’ Personality and Community Factors in Explaining Satisfaction with Tourism and Support for Tourism Development

Abstract

ABSTRACT An individual’s personality and the community in which they are members can undoubtedly shape the way they view tourism. This study examines the role that aspects of community play in fostering residents’ satisfaction with tourism, which ultimately explains support for tourism development. The moderating effects of personality on the relationship between community factors and satisfaction as well as on the relationship between satisfaction and support for tourism development were examined. Focusing on the growing tourism industry in rural Malaysia, data were collected from 340 residents living in remote destinations and analysed using structural equation modelling. Results show that residents’ community attachment, community commitment, and community involvement are important factors predicting residents’ satisfaction and support for tourism development. Moderating effects were found within four of the five personality types in explaining the relationship between community factors and satisfaction, as well as the relationship between satisfaction and support for tourism development.