PERSONAL BENEFITS IMPACT THE SUPPORT FOR AGRITOURISM DEVELOPMENT AMONG THE LOCAL COMMUNITY: THE MEDIATING ROLE OF COMMUNITY SATISFACTION AND QUALITY OF LIFE

Abstract

Objective: This study aims to demonstrate the influence of personal benefits on the support for the development of agritourism among the local community through the mediating role of community satisfaction and quality of life. Method: To test the research hypotheses, quantitative analysis methods are used, including reliability testing of the scales using Cronbach’s alpha coefficient, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). Data for the study were collected from a survey of 212 individuals residing in potential agritourism development areas in the Mekong Delta region, Vietnam. Results: The study results show that personal benefits have a positive impact on the support for the development of agritourism among the local community. Additionally, the study reveals that personal benefits also positively influence community satisfaction and quality of life. Simultaneously, community satisfaction and quality of life are crucial factors driving the support for the development of agritourism among the local community in the Mekong Delta region, Vietnam. Conclusions: Community support is a crucial factor for the success and development of a tourism destination, similar to the existence of a mutualistic relationship between community support and tourism development. The research findings provide a scientific basis for suggesting key policy implications to promote community support for agritourism development in the Mekong Delta region (Vietnam).