Exploring the factors affecting support for sustainable tourism: The role of life quality and community attachment

Abstract

The significant growth in the number of tourists every year has contributed positively to the national economy. However, it faces difficulties in socio-economic disparities, cultural degradation and environmental damage such as leading to the degradation of natural resources, pollution and overcrowding at popular tourist destinations. The study’s goal is to investigate the effects of Vietnam residents’ views on their endorsement of sustainable tourism in a destination focused on environmentally oriented tourism. Grounded in the Social Exchange Theory (SET) and Bottom-Up Spillover Theory (BST), the research focuses on two key constructs: perceived quality of life (QOL) and place attachment (PA). The research findings reveal that the quality of life significantly affects place attachment, and support for sustainable tourism in a positive way. Additionally, the research also highlights that place attachment moderates the correlation between pro-social behaviour and the perceived quality of life. By integrating non-material and material well-being aspects, the research demonstrates that contentment in various areas of life influences perceived quality of life, which consequently forters stronger reinforcement for SSTD. These insights promote the broader understanding of sustainable tourism, emphasizing the role of quality of life and place attachment in shaping perceptions and behaviours of Vietnam residents