Community and Destination quality

Examining the Linkages of Community Intervention Strategies and Destination Quality of Ecotourism Destinations

Local communities are considered as a stockholder of an ecotourism programs particularly protected area (PA)-based destinations. The purpose of the study is to develop a model of community intervention strategies (CIS) in PA-based ecotourism tourism destinations and to examine the contribution of CIS toward destination quality (DQ). Study adopted exploratory sequential method and administered focus group discussion and expert interview followed by questionnaire survey. Measurement models were drawn with AMOS 22 and employed WarpPLS 6.0 for structural model. The study result indicates that there are three dimensions for CIS, and the quality variables have a strong presence in these destinations. However, the study could not establish a significant and positive relationship between CIS and DQ. Subsequently, investigator adopted a participant observation method and identified local specific reasons such as changes in general consciousness, intervention of related departments and nongovernmental organizations, and destination life cycle, for the same. Study assumes significance in the context of community-based ecotourism programs and indicates the need for strengthening community collaboration for quality destinations. Study extends scope for further research in measuring other perceived linkages of CIS with destination sustainability and quality of community life.