Rural Residents’ Intention to Participate in Pro-Poor Tourism in Southern Xinjiang: A Theory of Planned Behavior Perspective

Abstract

It is well recognized that the sustainability of pro-poor tourism (PPT) lies in the continuous support and participation of the poor themselves. Previous studies have attempted to explore the effectiveness and patterns of pro-poor tourism, yet few have empirically explored the determinants of the poor’s intention to participate in PPT. Drawing on the theory of planned behavior (TPB), this study investigates the impacts of the attitude of rural residents towards PPT, the perception of support for PPT, and the participation behavioral control of PPT on their intention to participate in PPT in Southern Xinjiang, China. One thousand and twelve valid questionnaires were collected via a household survey in six National Pilot Villages of PPT in Southern Xinjiang. According to the results, the locals’ attitude towards PPT and their participation behavioral control of PPT both positively affected their intention to participate in PPT. However, there was no significant correlation between the perception of support for PPT and their participation intention. This study highlights the importance of endogenous impetuses for residents of remote poverty-stricken areas with harsh environmental conditions, such as Southern Xinjiang, to participate in state-aided projects.