CREATING A MODEL OF COMMUNITY SUPPORT FOR ECOTOURISM BASED ON PLS-SEM: A CASE STUDY FROM A UNESCO WORLD HERITAGE SITE IN INDIA

This study aims to develop and test a theoretical model to examine local communities’ perceptions and support for ecotourism development in Kaziranga National Park, a renowned UNESCO World Heritage Site in India. Based on Social Exchange Theory, the model investigates the mediating role of residents perceived benefits between community support and three key predictive variables: community involvement, community attachment, and ecocentric attitude. Data was collected from residents living in and around the park’s adjacent areas using a questionnaire. The analysis was done using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4. The results show that community attachment and ecocentricity does not directly impact community support, but with the mediation of perceived benefit, there is indirect effect between these variables. However, there is a direct impact of community involvement on community support which highlights the key role of inclusive participation in decision-making processes in strengthening local support for ecotourism initiatives. The study offer valuable insights into community behavior around protected areas and contribute significantly to the limited empirical literature on ecotourism and community attitudes in the Southeast Asian context. The results also reflect the theoretical underpinnings of the tourism areas under study, taking into account current trends such as sustainable development and innovative management approaches in the provision of comprehensive tourism services, which are key to the effective and inclusive development of ecotourism initiatives.