Residents' behavioral intention towards tourism in Globally Important Agricultural Heritage Systems

Abstract

This article uses the Theory of Planned Behavior (TPB) and the Hierarchy-of-Effects Theory (HET) to examine the behavioral intentions of residents residing in Globally Important Agricultural Heritage Systems (GIAHS) areas, regarding their support for tourism development in their respective localities. Empirical data was collected from 261 residents of the Kunisaki Peninsula Usa area in Japan. The results show that the perceived positive impacts of GIAHS have ripple effects on residents' attitudes, which subsequently influence their intention to support GIAHS tourism development. The study confirms the applicability of the two theories in understanding residents' support for tourism development in GIAHS areas.