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Abstract

In rural tourism destinations, residents serve as representatives of the area, and their involvement in tourism and discretionary behavior contributes to the destination’s success. The objectives of this study were to explore the community citizenship behavior (CCB) model and to examine the relationship among residents’ attachment, quality of life (QOL), and five dimensions of CCB, including involving, keeping interpersonal harmony, protecting, helping, and recommending behavior, across two stages of rural tourism destinations in Thailand. A multivariate quantitative research method was employed. A total of 1,052 samples were retrieved from residents living in 10 selective rural tourism destinations, with 526 respondents per development stage. The results of the structural models and multigroup analysis reveal that community attachment and QOL are positively affected by five dimensions of CCB. Helping behavior turns out to be the most important discretionary action to benefit others. The results also indicate that residents in development-stage destinations perceived less quality of life than residents in early-stage development destinations. This finding highlights the need for heeding residents’ QOL in the development stage of rural tourism destinations. A long-term improvement plan for residents’ QOL needs to be emphasized. Furthermore, this study extended the theoretical perspective of the CCB dimensions in various stages of rural tourism development destinations in Thailand.

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