GEOGRAPHICAL RESEARCH ›› 2019, Vol. 38 ›› Issue (5): 1208-1221.doi: 10.11821/dlyj020180048

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Side-bet theory: How do B&B owners make commitment to tourism development in outer suburbs of Beijing ?

Sha ZHU1,2(), Shan JIANG1,2, Li TAO1,2   

  1. 1. College of Resource Environment and Tourism, Capital Normal University, Beijing 100048, China
    2. Captial Tourism Academy, Beijing 100048, China
  • Received:2018-01-10 Revised:2018-04-24 Online:2019-05-13 Published:2019-05-14

Abstract:

With traditional research focusing on the typology or complexity system approach to community participation in tourism development, little attention was paid to the process or mechanism of the residents’ sustainable participation behavior in tourism. Since the special emphasis on the process of consistent behavior, the conceptualization of commitment behavior provides a practical approach to explain the residents’ sustainable participation behavior in tourism. Based on the side-bet theory, this study collected data from B&B owners in outer suburbs of Beijing, and developed a conceptual framework that links residents’ tourism empowerment with tourism commitment behavior, to explain the dynamic process of residents’ sustainable participation behavior. The model also posits that the strength of this perceptual relationship is moderate by the stage of the tourism life cycle. Based on confirmation factor analysis and moderator effect analysis, this paper demonstrates that: (1) Generally, residents’ empowerment from tourism has positive and significant effects on tourism commitment behavior, while economic and political empowerments have negative significant ones on tourism commitment, and social empowerment exerts a positive significant effect on it. This replies that residents’ consistent participation behavior is mainly driven by social relationship in community but not economic or political factors in general. (2) The stage of tourism development shows a significant moderate effect between tourism empowerment and tourism commitment behavior; especially the moderate effect is stronger when residents recognize their community tourism as the stage of exploration, growth and revolution. (3) The relationship between tourism empowerment and tourism commitment behavior shows that there are differences in different grouped residents in the resident’s perception of community tourism stage. Tourism empowerment and its dimensions have different significant effects on residents’ consistent participation behavior regarding to the stage of tourism development. This paper demonstrates the theoretical basis in residents’ tourism commitment behavior research and provides a practical implication on improving resident re-participation enthusiasm for tourism development. Future research might explore more factors and relationships which influence residents’ tourism commitment behavior under the background of side-bet theory.

Key words: tourism commitment behavior, tourism empowerment, Side-bet Theory, community participation, Beijing