Drivers of participation of rural residents in agritourism: an application of the Stimulus-Organism-Response (S-O-R) theory
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Từ khóa:
agritourism
residents
participation
S-O-R theory
Vietnam
Tóm tắt
Local residents are essential contributors to the development of agritourism in rural regions. This study examines external factors influencing residents' participation in agritourism through the Stimulus-Organism-Response (S-O-R) framework. To achieve its research objective, the study collected data from a survey of 185 residents participating in agritourism in Binh Thuy district (Can Tho, Vietnam), and employed the Partial Least Squares Structural Equation Modeling (PLS-SEM) method for data analysis. The results revealed that social capital and government initiatives (Stimuli) positively affected residents’ perceived benefits of agritourism (Organism), which in turn, encouraged their participation in agritourism (Response). Based on the findings, policies and managerial implications are proposed, focusing on implementing supportive government policies and enhancing community cooperation to encourage greater resident participation and, in that way, contribute to the sustainable development of agritourism.
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Jun 30, 2025
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Phuong, N. T. H., và H. T. D. Thuy. “Drivers of Participation of Rural Residents in Agritourism: An Application of the Stimulus-Organism-Response (S-O-R) Theory”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 23, số p.h 6B, Tháng Sáu 2025, tr 8-15, doi:10.31130/ud-jst.2025.23(6B).175E.
