From Place Distinctiveness to Tourism Support: The Role of Protecting and Supporting Behaviours of Meghalaya's Living Root Bridges Communities
Keywords:
Place Distinctiveness, Community Citizenship Behaviour, Protecting Behaviour, Supporting Behaviour, Support for Tourism, Rural Tourism, Indigenous Tourism, Sustainable TourismAbstract
One of the core factors that drives tourism is the uniqueness of the destination’s attractions. Residents’ supporting behaviour plays a critical role in sustaining tourism development, as it is heavily influenced by the distinct characteristics of their environment. Consequently, the Community’s Behaviour influences their support for tourism developments, and this behaviour is shaped by how distinct the attraction is. The Living Root Bridges (LRBs) communities of Meghalaya provide an ideal context to explore these relationships. 152 samples were collected from Nongriat and Tyrna village using a structured questionnaire, and the data were analysed through correlation and multiple regression analyses. The findings indicate that place distinctiveness significantly and positively influences both protecting and supporting behaviors, which subsequently enhance overall tourism support. This implies that when residents perceive their community as unique, they exhibit voluntary behaviours that foster tourism activities, thereby enhancing their economic and social wellbeing, while preserving their natural and cultural heritage. Therefore, this study contributes to the tourism literature by positioning Place Distinctiveness as a primary driver of Community Citizenship Behaviour toward support for tourism in an indigenous and rural destination.
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