BEYOND WILLINGNESS: COMMUNITY READINESS FOR PARTICIPATION IN COMMUNITY-BASED ECOTOURISM IN KAMPUNG ROSOB, SABAH
DOI:
https://doi.org/10.21837/pm.v24i43.2119Keywords:
Community-based Ecotourism, Community Participation, Community Readiness, Community Willingness, TPB–NAMAbstract
Community-based ecotourism (CBET) is widely promoted for sustainable development, yet participation remains uneven in rural contexts. This study addresses this gap by distinguishing between willingness and readiness in explaining community participation. Focusing on Kampung Rosob, Sabah, it adopts an explanatory sequential mixed-methods design. The quantitative phase (n = 153) applies an integrated Theory of Planned Behaviour–Norm Activation Model (TPB–NAM). It is analysed using PLS-SEM, followed by qualitative interviews to contextualise the statistical findings. Results show that perceived behavioural control, reconceptualised as community readiness, is the only significant direct predictor of willingness to participate. Readiness serves as a mediator between attitudes and moral norms, increasing willingness to participate. In contrast, subjective norms are not significant. Qualitative findings highlight the role of structural and institutional constraints in shaping readiness. The study contributes to rural tourism planning by demonstrating that community readiness enables willingness to participate in CBET.
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