What is it about?
Prior studies in the field of tourism have predominantly concentrated on assessing awareness and knowledge as indicators of ability, often overlooking the significance of financial ability. However, financial ability stands as a pivotal determinant of behavioral intention to support and derive benefits from tourism. This study extends the Motivation-Opportunity-Ability model and measures the effect of residents’ willingness to participate, ability, motivation, and opportunity on their attitude vis-à-vis tourism development and support via a framework developed based on the MOA. We surveyed 333 residents in Pahang and Sabah, Malaysia, using PLS-SEM to analyze our model. The findings indicated that financial ability is a strong predictor of willingness to engage in tourism development. Results show that residents' willingness was a highly significant variable in determining their attitudes towards supporting the development of tourism. Providing financial assistance both prior to and during the development of tourism can enhance community engagement.
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Why is it important?
This research is important because it highlights the critical role of financial ability in encouraging local communities to support and benefit from tourism. While previous studies have mostly focused on residents' awareness and knowledge, this study finds that financial ability significantly influences their willingness to participate in tourism development. By using a model that examines residents' motivation, opportunity, and ability, the research shows that providing financial support can strengthen community involvement in tourism. This insight is particularly valuable for policymakers and tourism developers aiming to foster local engagement and ensure that communities actively benefit from tourism growth.
Perspectives
This research addresses a crucial yet often overlooked aspect of tourism development: the financial ability of local residents to participate and benefit from tourism initiatives. Many studies in tourism have focused primarily on awareness and knowledge, assuming that these alone drive support and involvement. However, this research argues that financial ability—essentially, whether residents have the resources to engage—plays a significant role in shaping their willingness and attitudes towards tourism. By incorporating the Motivation-Opportunity-Ability (MOA) framework, the study provides a more holistic view of what motivates residents to support tourism, recognizing that financial constraints can be a major barrier. The findings from Pahang and Sabah, Malaysia, indicate that financial support, both before and during tourism development, is essential to fostering community engagement. This perspective is valuable for policymakers and tourism developers as it highlights the need for financial empowerment alongside educational and motivational efforts. By providing financial assistance and opportunities, tourism development can become a more inclusive and sustainable process that benefits the entire community, not just the tourism sector. This research is a step towards a more comprehensive approach to community-based tourism that considers all aspects of residents' ability to participate meaningfully.
Dr Sedigheh Moghavvemi
University of Malaya
Read the Original
This page is a summary of: The Impact of Motivation, Opportunity, Financial Ability, and Willingness on Resident Support for Tourism Development, Tourism Planning & Development, June 2024, Taylor & Francis,
DOI: 10.1080/21568316.2024.2368163.
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