Sustainability for ecotourism: work identity and role of community capacity building

ABSTRACT

This research sheds light on community organisations and how they can shape the landscape for ecotourism sustainability. It identifies work identity attributes that involve pro-environmental behaviours for achieving institutional challenges to meet sustainability for ecotourism goals. First, a framework on managing community organisations and its impact is proposed and empirically tested, which includes theoretical perspectives of work identity attributes like pro-environmental behaviours, community values and involvement for building community capacity. A conceptual model was developed to guide this study. A mixed-method study has been designed involving 28 interviews, followed by testing 266 responses, analysed through Structural Equation Modelling and Cluster Analysis. Through identifying clusters of individuals based on their demographics, behaviours and perceived individual effectiveness for supporting eco-tourism the research demonstrates that individuals with pro-environmental behaviour can act as agents of change for realising ecotourism and sustainable development goals. The research highlights that work identities require specific personal attributes to influence the change process through sustainability for ecotourism. By examining these attributes on community values and involvement, this study offers insights for institutional change processes that meet the central tenets of sustainability for ecotourism.

KEYWORDS:

• Ecotourism
• community values
• community involvement
• sustainable development
• pro-environmental behaviour
• work identity

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Clare D'Souza is Professor of Marketing (Sustainability) in the Department of Entrepreneurship, Innovation and Marketing, La Trobe Business School, College of Arts, Social Sciences & Commerce, La Trobe University, Bundoora, Melbourne Victoria 3086.

Mehdi Taghian is Senior Lecturer in the Department of Marketing, Deakin Business School, Deakin University, 221 Burwood Highway, Burwood, Victoria 3125, Australia.

Timothy Marjoribanks is Associate Dean (Research and Development) in the Department of Management and Marketing, Swinburne Business School, Swinburne University, Hawthorn Campus, Victoria 3122, Australia.

Gillian Sullivan Mort is Professor of Marketing, Director of Yunus Social Business Centre in the Department of Entrepreneurship, Innovation and Marketing, La Trobe University, Bundoora, Melbourne Victoria 3086.

Md Manirujjaman is Adjunct Lecturer in Marketing in the Department of Entrepreneurship, Innovation and Marketing, La Trobe University, Melbourne 3086, Australia.

Stephen Singaraju is Lecturer in Marketing in the Department of Entrepreneurship, Innovation and Marketing, La Trobe University, Melbourne 3086, Australia.