Residents' Attitudes Toward Tourism and Perceived Personal Benefits in a Rural Community

This research focuses on residents' perceptions of personal benefits from tourism, identifying not only the relationships between personal benefits from tourism and residents' attitudes toward tourism but also the nature of benefits associated with tourism. The study was conducted in a small rural community where tourism is still at its emerging stage. It was found that residents' perceptions of personal benefits from tourism were closely associated with their attitudes toward tourism in a positive direction. The significant contribution of this study falls on the recognition of noneconomic perspective of tourism benefits for residents in a community where tourism has not yet explicitly emerged. In particular, the data lend support for social exchange theory and improve its understanding in tourism investigations.