The affecting tourism development attitudes based on the social exchange theory and the social network theory

Abstract

ABSTRACT Previous studies examined tourism development attitudes using social exchange theory (SET) but couldnot explain the effects of the social relationship structure. Social network theory (SNT) focused and assesses on link relationships. So the research examined the affecting tourism development attitudes based on SET and SNT. Two hundred and twenty-two valid questionnaires were analyzed by network contagion model and sampled to one association, located in Eastern Taiwan. Results showed that social network (intelligence, friendship and advice) play different influenced roles to three components of tourism development attitudes (cognition, affection and action tendency). The study takes more theoretical basis and the policy direction to tourism development.