Abstract

This study analyzes the factors influencing the participation of Phan Thiet residents in tourism development based on a modified Motivation – Opportunity – Ability model tailored to the local context. A survey was conducted with 250 long-term residents using measurement scales developed from a synthesis of existing literature and validated through expert review as well as pilot testing prior to official implementation. The results indicate that the Motivation – Opportunity – Ability model explains residents’ participatory behaviour effectively (Adjusted R² = 0.518), in which Ability is the strongest influencing factor, followed by Motivation and Opportunity. Although residents have positive perceptions of the benefits of tourism, limitations in skills, knowledge, financial capacity, and the lack of transparency in participatory mechanisms continue to reduce their actual level of involvement. This study contributes by empirically testing the MOA model in the context of a coastal urban tourism destination and clarifying the role of each factor group in shaping participation behaviour. Based on these findings, the study proposes recommendations and policy implications aimed at strengthening, supporting, and enhancing community participation in local tourism development.