Drivers of participation of rural residents in agritourism: an application of the Stimulus-Organism-Response (S-O-R) theory
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Keywords:
agritourism
residents
participation
S-O-R theory
Vietnam
Abstract
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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Published
Jun 30, 2025
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How to Cite
Phuong, N. T. H., and H. T. D. Thuy. “Drivers of Participation of Rural Residents in Agritourism: An Application of the Stimulus-Organism-Response (S-O-R) Theory”. The University of Danang - Journal of Science and Technology, vol. 23, no. 6B, June 2025, pp. 8-15, doi:10.31130/ud-jst.2025.23(6B).175E.
