Applying diffusion theory to destination stakeholder understanding of sustainable tourism development: a case from Thailand

Dabphet, Siripen, Scott, Noel and Ruhanen, Lisa (2012) Applying diffusion theory to destination stakeholder understanding of sustainable tourism development: a case from Thailand. Journal of Sustainable Tourism, 20 8: 1107-1124.

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Author Dabphet, Siripen
Scott, Noel
Ruhanen, Lisa
Title Applying diffusion theory to destination stakeholder understanding of sustainable tourism development: a case from Thailand
Journal name Journal of Sustainable Tourism   Check publisher's open access policy
ISSN 0966-9582
1747-7646
Publication date 2012-11
Sub-type Article (original research)
DOI 10.1080/09669582.2012.673618
Volume 20
Issue 8
Start page 1107
End page 1124
Total pages 17
Place of publication Abingdon, Oxon, United Kingdom
Publisher Routledge
Collection year 2013
Language eng
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.
Keyword Sustainable tourism development
Diffusion theory
Communication channels
Networks
Destination management
Change agent
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
School of Tourism Publications
 
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Created: Thu, 22 Mar 2012, 13:03:17 EST by Jane Malady on behalf of School of Tourism