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Article

Community-based tourism (TourDure) experience program: a theoretical approach

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Pages 956-968 | Received 10 Jul 2019, Accepted 03 Sep 2019, Published online: 25 Sep 2019
 

ABSTRACT

This research tested the Theory of Planned Behavior model to reveal the formation of tourists’ intention to experience a tour program organized by a local community (i.e. TourDure) by taking the moderating effect of gender and age into account. TourDure is an excellent case of the community-based tourism initiatives in Korea. A field survey was carried out for data collection. Our findings indicated that attitude and subjective norm had a significant impact on intention. Also, destination attachment showed a positive influence on the intention. In addition, subjective norm and attitude was found to be significant across the gender group.

Disclosure statement

No potential conflict of interest was reported by the authors.

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