A Multidimensional Analysis of the Influence of Religion, Culture, and Rural–urban Characteristics on Tourism Development and Local Economic Conditions: An Empirical Investigation

Abstract

Tourism has become an important enabler of regional development, as it improves employment, supports the preservation of culture and the polypod growth of families, and enhances the regional economic environment. The present study examines the multidimensional effects of religion, culture, and rural–urban characteristics across the districts of Visakhapatnam, Vizianagaram and Srikakulam in North Coastal Andhra Pradesh on tourism development and the economic status of the districts. The study adopted a descriptive and empirical research design, with primary data collected through questionnaires administered to respondents. The questionnaire contained 10 questions rated on a five-point Likert scale, and 300 respondents were selected. To ensure adequate representation of rural and urban tourism stakeholders, a multistage stratified sampling technique was used. The data were analysed using SPSS and SmartPLS, and the PLS–SEM method was applied to assess the reliability and validity of the study constructs and the structural relationships among them. The results indicated that religion, culture, and rural–urban characteristics had significant positive influences on tourism development, and that tourism development significantly influenced local economic conditions. In addition, religion, culture, and rural–urban characteristics had direct positive influences on local economic conditions. The measurement model demonstrated good reliability, convergent validity, and discriminant validity, while the structural model demonstrated satisfactory explanatory power, predictive relevance, and model fit. Overall, the findings emphasise the importance of preserving religious heritage, developing cultural resources, and upgrading the infrastructure of the rural–urban tourism system to support sustainable tourism development and local well-being. The study provides theoretical and practical implications for policymakers seeking to design integrated local and tourism-specific policies for sustainable regional development.