Economists, psychologists, and others have debated the rationality of human behavior and its relevance to human activity (Granovetter 1985; Hogarth and Reder 1986). Exchange theorists have recognized limitations in the original assumptions of rational man and have treated the assumptions cautiously. Homans noted the problem and commented "we are out to rehabilitate the economic man" (1961:27). Since such problems exist, rationality in the model is best conceived and used as an heuristic.
Applying the concept of rationality to the tourism setting, residents expect their involvement in tourism to bring rewards of maintenance and improvement of their social and economic well-being. As long as residents perceive these benefits of tourism, there is sufficient reason for them to view it favorably. On the other hand, if tourism has been forced upon residents or is creating costs that impinge adversely upon individual and community well-being, resident support for tourism is likely to decrease, developing negative attitudes or overt opposition to tourism in their community. Some researchers (Pizam 1978; Rothman 1978; and Thomason, Crompton and Kamp 1979) have found that residents employed in the tourist industry have more favorable attitudes toward tourism impacts than those who are not. This suggests that residents' perceptions of tourism impacts vary with the level of rewards obtained from tourism. Therefore:
The greater the perceived rewards from tourism, the more positive are host actors' perceptions of tourism (Proposition 1 a).
The greater the perceived costs of tourism, the more negative are host actors' perceptions of tourism (Proposition lb).
Satisficing of benefits extends the concept of rationality. Satisficing is a term used in the management literature to explain the seeking of rewards or benefits when maximization of benefits does not occur (Simons 1957, 1976). The principle behind satisficing is that actors attempt to obtain a satisfactory, reasonable, or acceptable level of benefits from social exchange relationships. The benefits or the valued resources obtained from social exchange all have psychological and material properties, and the extent to which benefits are maximized is partly an empirical question of degree and partly a problem of definition (Emerson 1981). The use of satisficing benefits in the model enables a range of benefits to be accommodated. A satisficing perspective for tourist decision-making is advocated by Mathieson and Wall who commented "tourists, still acting rationally but on the basis of limited information, seek satisfactory rather than optimal experiences
Impacts of tourism result from behavioral outcomes of the tourist decision making process" (1982:26). Assessment of tourism impacts by host communities would be made in a similar context.
Since ideal maximized benefits are not always possible, a trade-off, or satisficing result is often acceptable, and continued engagement in the exchange relationship is likely to be maintained. Despite the negative effects of tourism, the benefits (financial, economic, social, or environmental) may be perceived by resident actors to outweigh the costs,
Economists, psychologists, and others have debated the rationality of human behavior and its relevance to human activity (Granovetter 1985; Hogarth and Reder 1986). Exchange theorists have recognized limitations in the original assumptions of rational man and have treated the assumptions cautiously. Homans noted the problem and commented "we are out to rehabilitate the economic man" (1961:27). Since such problems exist, rationality in the model is best conceived and used as an heuristic.
Applying the concept of rationality to the tourism setting, residents expect their involvement in tourism to bring rewards of maintenance and improvement of their social and economic well-being. As long as residents perceive these benefits of tourism, there is sufficient reason for them to view it favorably. On the other hand, if tourism has been forced upon residents or is creating costs that impinge adversely upon individual and community well-being, resident support for tourism is likely to decrease, developing negative attitudes or overt opposition to tourism in their community. Some researchers (Pizam 1978; Rothman 1978; and Thomason, Crompton and Kamp 1979) have found that residents employed in the tourist industry have more favorable attitudes toward tourism impacts than those who are not. This suggests that residents' perceptions of tourism impacts vary with the level of rewards obtained from tourism. Therefore:
The greater the perceived rewards from tourism, the more positive are host actors' perceptions of tourism (Proposition 1 a).
The greater the perceived costs of tourism, the more negative are host actors' perceptions of tourism (Proposition lb).
Satisficing of benefits extends the concept of rationality. Satisficing is a term used in the management literature to explain the seeking of rewards or benefits when maximization of benefits does not occur (Simons 1957, 1976). The principle behind satisficing is that actors attempt to obtain a satisfactory, reasonable, or acceptable level of benefits from social exchange relationships. The benefits or the valued resources obtained from social exchange all have psychological and material properties, and the extent to which benefits are maximized is partly an empirical question of degree and partly a problem of definition (Emerson 1981). The use of satisficing benefits in the model enables a range of benefits to be accommodated. A satisficing perspective for tourist decision-making is advocated by Mathieson and Wall who commented "tourists, still acting rationally but on the basis of limited information, seek satisfactory rather than optimal experiences
Impacts of tourism result from behavioral outcomes of the tourist decision making process" (1982:26). Assessment of tourism impacts by host communities would be made in a similar context.
Since ideal maximized benefits are not always possible, a trade-off, or satisficing result is often acceptable, and continued engagement in the exchange relationship is likely to be maintained. Despite the negative effects of tourism, the benefits (financial, economic, social, or environmental) may be perceived by resident actors to outweigh the costs,
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