The Pathways to Community Tourism Entrepreneurial Intention of Young Generations: A Causal Relationship Model of Community and Psychological Factors
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Abstract
Background and Objectives: Community-based tourism plays a vital role in promoting local economic development and community sustainability. However, its long-term success depends on the engagement of young entrepreneurs. This study aimed to (1) examine the characteristics of young people residing in community-based tourism destinations in Southern Thailand; (2) develop a model explaining the influence of community attachment, entrepreneurial attitude, community participation, and perceived entrepreneurial capability on young people's intentions to engage in community-based tourism entrepreneurship; and (3) investigate the mediating roles of community participation and perceived entrepreneurial capability in linking these factors to entrepreneurial intention in community-based tourism.
Methods: A quantitative survey research design was employed. Data were collected using a self-administered questionnaire as the research instrument. A convenience sampling technique was used, resulting in a sample of 173 respondents.
Results: The findings revealed that young people who intended to engage in community-based tourism businesses were predominantly female, single, held a bachelor’s degree, were of working age, and had lived in their communities for more than ten years. Furthermore, community-related factors, namely community attachment and community participation, as well as entrepreneurial psychological factors, including entrepreneurial attitude and perceived entrepreneurial capability, were significantly associated with entrepreneurial intention. Both community factors and entrepreneurial psychological factors exerted direct positive effects on entrepreneurial intention. In addition, the results indicated that community participation and perceived entrepreneurial capability served as mediating variables in the relationships between community attachment, entrepreneurial attitude, and entrepreneurial intention.
Applications of this study: Key strategies for encouraging young people to engage in community-based tourism entrepreneurship include strengthening entrepreneurial attitudes and capabilities, while simultaneously promoting community participation and fostering a sense of community attachment. Such efforts may be achieved through the development of entrepreneurial networks, collaboration among young people, the private sector, and government agencies, and increased opportunities for youth participation in tourism- and economy-related community activities.
Conclusions: Young people's intentions to engage in community-based tourism entrepreneurship are influenced by both community-related factors and entrepreneurial psychological factors. In particular, community attachment, community participation, entrepreneurial attitude, and perceived entrepreneurial capability are critical determinants that foster entrepreneurial intention in community-based tourism.
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