Perception of Sustainable Tourism: Analysis from Local Community Attitudes

Abstract

This study aimed to explore the impact of sustainable tourism factors - economic, environmental, and sociocultural- on Murree residents with the mediating effect of quality of life and residents' support towards tourism development. In this cross-sectional study, data was collected from the local community of Murree, Pakistan. This study opted for a non-probability sampling technique using a close-ended questionnaire. The response rate of the local community was 85.7%. The present study analyzed the demographic of sample size, descriptive statistics, and correlation. Partial least squares structural equation modeling (PLS-SEM) was used for confirmatory factor analysis (CFA), internal accuracy and validity estimations, hypothesis testing, and mediation testing. The empirical findings revealed the significant and positive mediating role of quality of life between economic impact, sociocultural impact, environmental impact, and support for tourism development. The study also indicated that the majority of the local community supports tourism, but is also most concerned about the high prices, traffic blockage, overcrowding, and making natural landscapes less available. The study emphasizes on the responsibilities of local government in the development of sustainable tourism through well-planned and targeted policies.