PLACE ATTACHMENT, HOST TOURISTS’ INTERACTION AND RESIDENT WELCOMING ATTITUDE: A POST COVID-19 ASSESSMENT TOWARDS TOURISM RECOVERY IN LANGKAWI, MALAYSIA

Abstract

The most recent COVID-19 pandemic has posed a risk to the world economy that has never been seen before. Therefore, the welcoming attitude of the residents in tourist destinations has become a concern for post-COVID-19 tourism recovery. There seem to be many issues concerning the interactions of hosts and tourists as Covid-19 fear exists. Thus, this study aims to examine the role of place attachment and host tourists' attractions on the welcoming attitude of the residents in Langkawi, Malaysia. The researchers conducted a quantitative method and cross-sectional approach in this study. Researchers distributed 600 questionnaires to the respondents in Langkawi, Malaysia, and 461 usable questionnaires were returned and proceeded for further analysis. This study used structural equation modelling to use Smart PLS version 3 software. In structural equation modelling, the measurement and structural model of the study were reported. The study found that place attachment and host tourists interaction play a significant role in maximizing residents' welcoming attitude. The practitioners and academicians will be benefited from the outcome study while exploring tourism recovery strategies and post-Covid tourist arrival.