The Root Causes of Rural Tourism Development Intentions in Vietnam:A Local Government Perspective
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Rural tourism has gained popularity in Vietnam, attracting more tourists, particularly foreigners and urban visitors. Despite the attention it receives from the central government, rural tourism development faces challenges, including the perceptions of local civil servants. This study combines the theories of planned behavior and organizational support theory to propose a model predicting the intention of local civil servants to develop rural tourism. A quantitative approach was used, with a questionnaire survey distributed to 405 local civil servants participating in training programs. The findings indicate that factors from both theories positively and significantly influence the intention of rural tourism development. Notably, perceived leader support directly impacts intention and moderates the relationship between perceived government support and intention. Despite its limited practical performance, the study emphasizes the importance of attitude toward rural tourism development. The research provides implications for academics, government, and policymakers to enhance local civil servants' intention for future rural tourism development.
Abstract
Rural tourism has gained popularity in Vietnam, attracting more tourists, particularly foreigners and urban visitors. Despite the attention it receives from the central government, rural tourism development faces challenges, including the perceptions of local civil servants. This study combines the theories of planned behavior and organizational support theory to propose a model predicting the intention of local civil servants to develop rural tourism. A quantitative approach was used, with a questionnaire survey distributed to 405 local civil servants participating in training programs. The findings indicate that factors from both theories positively and significantly influence the intention of rural tourism development. Notably, perceived leader support directly impacts intention and moderates the relationship between perceived government support and intention. Despite its limited practical performance, the study emphasizes the importance of attitude toward rural tourism development. The research provides implications for academics, government, and policymakers to enhance local civil servants' intention for future rural tourism development.
참고문헌 (20)
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