Title: Community participation in sustainable tourism development: an application of the MOA model in the Garhwal Himalayas of Uttarakhand, India

Authors: Kuldeep Verma; Aditi Rawat; R.K. Dhodi; Rashmi Dhodi

Addresses: Center for Mountain Tourism and Hospitality Studies, Hemvati Nandan Bahuguna Garhwal University, Srinagar (Garhwal), Uttarakhand, 246174, India ' Department of Economics, Hemvati Nandan Bahuguna Garhwal University, Srinagar (Garhwal), Uttarakhand, 246174, India ' Center for Mountain Tourism and Hospitality Studies, Hemvati Nandan Bahuguna Garhwal University, Srinagar (Garhwal), Uttarakhand, 246174, India ' Center for Mountain Tourism and Hospitality Studies, Hemvati Nandan Bahuguna Garhwal University, Srinagar (Garhwal), Uttarakhand, 246174, India

Abstract: Uttarakhand's tourism industry has grown significantly due to increased visitor numbers, but this growth has raised sustainability concerns, including environmental degradation and cultural erosion. This study explores what motivates locals to participate in sustainable tourism development in the region. It utilises the motivation, opportunity, and ability (MOA) model and employs a quantitative approach, employing partial least squares structural equation modelling (PLS-SEM) to examine the determinants of community participation in sustainable tourism development within Uttarakhand's expanding tourism sector. The findings affirm the pivotal roles of opportunity and ability as key drivers of community participation, providing empirical validation. Interestingly, the hypothesis proposing a positive connection between motivation and community participation did not receive empirical support. These findings bear considerable significance for stakeholders and policymakers, emphasising the importance of creating opportunities and imparting skills to local communities to promote sustainable tourism.

Keywords: community participation; sustainable tourism development; motivation; opportunity; ability; means-oriented studies; ends-oriented studies.

DOI: 10.1504/IJTP.2024.142692

International Journal of Tourism Policy, 2024 Vol.14 No.6, pp.545 - 561

Received: 20 Jul 2023
Accepted: 13 Feb 2024
Published online: 18 Nov 2024 *

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