Abstract
ABSTRACT While most research on citizenship behaviour focuses on conventional formal organizational contexts, few studies examine its role in destination organizations, such as community-based tourism (CBT). This study addresses that gap by investigating the effects of community citizenship behaviour (CCB), technological optimism, and creative self-efficacy (CSE) on residents’ support for tourism in Khon Kaen Province, Thailand. Using a two-step structural equation modelling approach, data from 500 residents involved in CBT were analysed. The findings reveal that CSE partially mediates the relationship between CCB and support for tourism, while technological optimism positively moderates the CCB-CSE link. These insights provide valuable guidance for policymakers and practitioners in developing CBT.
Published Version
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