Building Community Support For Sustainable Tourism Village Development: The Roles Of Destination Image, Technology Adoption, And Community Capability
DOI:
https://doi.org/10.38142/jtep.v6i3.2085Keywords:
Destination Image, Technology Adoption, Community Capability, Community Support, Tourism VillageAbstract
This study aims to analyse the influence of destination image and technology adoption on community support, with community capability acting as a mediating variable, in the development of tourism in Tajen Village. The study employed a quantitative approach, involving 203 residents as respondents. The data were analysed using Partial Least Squares Structural Equation Modelling via SmartPLS 4. The research findings indicate that Destination Image has a positive effect on Community Capability and Community Support. Technology Adoption has a positive effect on Community Capability, but has no direct effect on Community Support. Community Capability has a positive effect on Community Support and mediates the relationship between Destination Image and Technology Adoption and Community Support. Mediation in the Destination Image relationship is partial, whilst in the Technology Adoption relationship, mediation is indirect only. These findings suggest that a positive image of the village can directly strengthen residents’ support, whilst technology must first be transformed into community capability. In theoretical terms, this study expands upon the integration of the Resource-Based View and Social Exchange Theory. In practical terms, village authorities need to prioritise community capacity-building and digital literacy support so that technology can deliver tangible benefits for tourism development.
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