The Effect of Residents’ Attitude toward Tourism on their Pro-Tourism Behaviour: A Case Study of Hua-Hin Prachubkirikhan

Abstract

This study focused on the impact of attitude toward tourism on pro-tourism behaviour. The social exchange theory and theory of reasoned action were used to support this model. This study constructed a model for testing the relationship among welcome tourists behaviour, perceived local economy, personal benefit, attitude toward tourism, and pro-tourism behaviour. Empirical testing was used for observing the effect of the model. The sample comprised 408 people from Hua-hin Prachubkirikhan, who were selected by convenience sampling. The research instrument was a questionnaire that was divided into the following 4 parts: general data, perceived tourism impact (welcome tourists behaviour, perceived local economy, and personal benefit), attitude toward tourism, and pro-tourism behaviour. Statistical analysis methods included frequency, percentage, mean, standard deviation, and structural equation modelling. All the hypotheses were supported, indicating a significant positive effect of attitude toward tourism on pro-tourism behavior.