Sustainable Hospitality in Protected Areas: The Role of Perceived Eco-Social Performance in Fostering Community Pro-Sustainable Tourism Intention Through Community Environmental Attachment

This research examines how community support for sustainable tourism development is influenced by sustainable hospitality in protected park areas. This relationship focuses primarily on the effect of perceived eco-social performance (ESP) as an enhancement of the community’s perceived location-specific environmental attachment (CEA), leading to increased pro-sustainable tourism intentions through CEA. Despite the growing focus on sustainability within hospitality industries, there remains very little scholarly research that explores how local communities perceive sustainable hospitality practices and how these perceptions then manifest as emotional attachment, followed by behavioural support. To achieve the stated goal, researchers employed an explanatory sequential mixed-methods design to collect quantitative survey data from residents living in close proximity to a protected area destination, and the quantitative data were used separately to develop qualitative insights into residents’ support for sustainable tourism initiatives. Findings of this study reveal that perceived ESP significantly enhances CEA, providing an impetus for increased PSTI (via direct and indirect pathways) for communities in close proximity to a protected area destination. CEA further enhances PSTI significantly and acts as a significant mediator in the relationship between perception and behavioural support for sustainable tourism. Qualitative findings further indicate that eco-social hospitality practices fulfil the following: develop community pride; increase the sense of environmental responsibility among the community; and create opportunities for actively supporting sustainable tourism. These findings demonstrate that, while sustainable hospitality practices generate observable actions, they also create deeper psychological connections between communities and their environment. The cumulative findings from this study contribute to a greater understanding of how ESP can strategically contribute to growing the number of communities supporting sustainable tourism through the creation of CEA, thereby expanding the overall community’s intention to support sustainable tourism development.