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Abstract
The concept of sustainable tourism development is widely considered to be necessary for successful tourism development, but there is uncertainty over destination stakeholders’ understanding and thus ability to implement the concept. Utilising diffusion theory, this paper explores the diffusion of the sustainable tourism development concept among stakeholders in the tourism destination of Kret Island, Thailand. The primary data collection involved semi-structured, in-depth interviews undertaken with 10 local government authorities and 45 local residents, and data were analysed using content analysis. Interpersonal communication was the key channel for the concept's diffusion, and the involvement of opinion leaders, change agents and social networks in this diffusion was explored. Many local residents were laggards in the diffusion of sustainable tourism development thinking in comparison with local government and local opinion leaders. It is argued that both interpersonal and media communication and the identification of key actors in the community are needed to effectively diffuse sustainable tourism ideas among destination stakeholders. The results validate the use of diffusion theory as a means to understand the transfer of the sustainable tourism development concept among stakeholders, and they also provide information useful for the design of information dissemination programmes.
将扩散理论运用到目的地利益相关者对可持续性旅游发展的理解：一个泰国的案例
可持续性旅游发展的概念是被认为对成功的旅游发展所必需的，但是对于目的地利益相关者对之的理解却有很多不确定性，因此对实施该概念也就有了不确定性。该文章使用扩散理论探讨了在泰国Kret岛上旅游目的地中的利益相关者对可持续性旅游发展概念的扩散。主要的数据收集包括了与10个当地政府官员和45个当地居民所做的半结构性深度采访，并且数据是用内容分析法来分析的。人与人之间的交流是概念传播扩散的主要渠道，并且对于那些意见领导，变化的中介和社会网络在这扩散中的参与也有探讨的。与当地政府和当地的意见领导者来相比，许多当地居民在可持续旅游发展的思考上是落后者。文章辩驳人际交流，媒体交流和在社区中对主要相关者的确认都是为在目的地利益相关者中有效扩散可持续旅游想法所需要的。结果验证了扩散理论作为在利益相关者中理解可持续性旅游发展转变的方法的使用，并且，他们也为设计信息散布程序来提供有用的信息。