PSYCHOLOGICAL AND SOCIAL DETERMINANTS OF RESIDENTS’ SUPPORT FOR SUSTAINABLE RURAL TOURISM DEVELOPMENT: A SERIAL MEDIATION MODEL

Vladimir  Ilić; Vladimir  Džamić; Ana  Ilić; Kristina  Ristić; Sunčica  Stanković

doi:10.59267/ekoPolj2603883I

Authors

Vladimir Ilić Faculty of Human Development, Bulevar despota Stefana 116, 11000 Belgrade, Serbia https://orcid.org/0009-0003-8643-4167
Vladimir Džamić Educons University, Faculty of Human Development, Bulevar despota Stefana 116, 11000 Belgrade, Serbia https://orcid.org/0000-0001-8724-5593
Ana Ilić Educons University, Faculty of Human Development, Bulevar despota Stefana 116, Belgrade, Serbia https://orcid.org/0009-0003-4256-5392
Kristina Ristić Educons University, Faculty of Human Development, Bulevar despota Stefana 116, Belgrade, Serbia https://orcid.org/0009-0007-5861-2922
Sunčica Stanković Educons University, Faculty of Human Development, Bulevar despota Stefana 116, Belgrade, Serbia https://orcid.org/0000-0001-8824-1973

DOI:

https://doi.org/10.59267/ekoPolj2603883I

Keywords:

empowerment, place attachment, residents’ attitudes, subjective norms, perceived behavioral control, Serbia

Abstract

Based on the Theory of Planned Behavior and theStimulus-Organism-Response model, the aim of thispaper is to determine the role of the organism (subjectivenorms, perceived behavioral control, and attitudestowards supporting sustainable tourism development) asa mediator in the relationship between stimuli (perceivedempowerment and place attachment) and the response(intention to support sustainable tourism development).The stratified sample included 243 respondents from ruralareas of Southern and Eastern Serbia, who are employedor provide services within the tourism sector. Partial leastsquares structural equation modeling (PLS-SEM) wasused to test the proposed model and research hypotheses.The obtained results confirmed the existence of positiveand statistically significant mediating roles between theobserved variables. This findings can contribute to a betterunderstanding of the process through which psychologicaland social factors can shape residents’ intentions to supportthe development of sustainable rural tourism.

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