What drives residents' support for sustainable tourism development? An integration of the push-pull-mooring model and theory of planned behavior

Purpose This study aims at examining drivers of residents' support for sustainable tourism development (STD) in a developing context by integrating the push-pull-mooring (PPM) model with the theory of planned behavior (TPB). Design/methodology/approach This study targeted residents who were working in, or providing tourism-related services from, three major tourist cities in Central Vietnam. A total of 686 residents participated in this study via online and paper-based surveys. The conceptual model and research hypotheses were each assessed using partial least squares structural equation modeling (PLS-SEM). Findings This study confirmed that perceived empowerment and perceived well-being are push factors, which internally motivate residents' support for sustainable tourism development. Moreover, destination social responsibility and place attachment are pull factors that encourage residents to do so. Further, attitudes towards STD mediate the relationship between mooring factors and residents' intentions to support STD. Finally, the moderating role of subjective norms and perceived behavioral controls serve as mooring factors within the integrated model of PPM and the TPB. Research limitations/implications Future research should use broader sampling and diverse data collection methods. The integrated theoretical framework warrants further validation across contexts. In addition, future studies should explore additional push-pull and mooring factors. This study emphasizes that sustainable tourism is not just about attracting visitors – it is about creating a thriving, engaged community that sees tourism as a force for good. Originality/value This study pioneers the application of the PPM model and the TPB in examining residents' support for sustainable tourism development in a developing context. Moreover, it extends the understanding of how psychological and situational factors influence residents' support for STD. Practically, the study proposes two push-pull activation pathways for policymakers and destination managers to cultivate residents' attitudes towards and intentions to support STD in developing contexts.