The mediating role of place attachment in the relationship between quality of life and perceived place branding initiative on residents’ place citizenship behavior (RPCB)

Abstract

This study was conducted to understand the positive of resident behavior and their engagement in rural tourism. This study examines how inhabitants’ attitudes and responses toward their local area manifest into tangible acts that enhance tourist attraction, particularly through residents’ Place Citizenship Behavior (RPCB). This study utilized a quantitative approach, analyzing data from 438 rural residents to understand the influence of perceived place branding initiatives (PPBI), resident quality of life (RQOL), and place attachment (PA) on five dimensions of RPCB that consisting of protecting behavior (PB), helping behavior (HB), positive word of mouth behavior (PWOM), supporting behavior (SB) and tolerance behavior (TB). The data from 438 samples of rural residents with used convenience sampling and analyzed through SmartPLS version 4. The result shows five hypotheses are significantly accurate between the relationship of PPBI, RQOL, PA and five dimensions of RPCB which is protecting behavior (PB), helping behavior (HB), positive word of mouth behavior (PWOM), supporting behavior (SB) and tolerance behavior (TB). Therefore, it can be concluded that residents play an essential role in maintaining and advancing rural tourism development. The findings strongly support the proposition of hypothesis that residents are not passive recipients of tourism development, but rather active players in determining the direction of rural tourism development in their destination. The study emphasizes the possibility of local contributions to rural tourism and their active participation in promoting a good citizenship behavior as well as RPCB that is essential for long-term rural tourism sustainability. In addition, understanding the factors that influence residents’ positive engagement encourages policymakers and tourism practitioners to develop targeted initiatives for promoting an enhanced inclusive and sustainable tourism strategy.