ASSESSING THE ECONOMIC BENEFITS OF SUSTAINABLE TOURISM IN NORTH CHINA: FOCUS ON DESTINATION TRUST AND COMMUNITY DEVELOPMENT

Abstract

The objective of this study is to assess the economic benefits of sustainable tourism in North China, with a particular focus on the roles of destination trust and community development. The study further investigates the contribution of government support in enhancing the tourism sector. A quantitative cross-sectional design is employed, utilising the PLS-SEM (Partial Least Squares Structural Equation Modelling) technique for data analysis. The sample comprises 356 participants, including tourists, local residents, and stakeholders involved in the study.  The findings suggest that community development and destination trust significantly contribute to the growth of tourism in North China. Enhanced infrastructure, social services, and local engagement improve economic outcomes by increasing the competitiveness of destinations. Trust is found to generate economic benefits through tourist loyalty, repeat visits, and positive word-of-mouth. Furthermore, sustainable tourism practices indirectly foster economic growth by strengthening both community and destination trust. This research has implications for policymakers, tourism professionals, and local communities. It proposes an integrated strategy for tourism development that maximises economic benefits through the promotion of community engagement, trust, and sustainability. The study also highlights that government support plays a moderating role in community development, particularly when aligned with local initiatives. It advocates for the strategic management of government intervention to build trust. The findings support a collaborative approach to tourism governance, one that balances economic objectives, social inclusion, and environmental sustainability, thereby ensuring the long-term success of North China's tourism sector