Analysis of sustainable tourism status and attitudes of local people: The case of Marine Bay Conservation Area (MBCA)

This study examined the attitudes of local people in Zanzibar's Marine Bay Conservation Area (MBCA). In response to the increasing number of tourism activities and associated environmental and social pressures, this study examines how local people perceive and engage with pro-tourism development as well as the extent to which sustainable tourism practices are being implemented. The primary objective is to identify the determinants of local people's pro-tourism behavior and assess the sustainability of tourism in the MBCA. Employing a mixed-method approach, this research integrates quantitative data from 769, and structured surveys with qualitative insights from 35 stakeholder interviews analyzed through SWOT analysis. Partial least squares structural equation modelling (PLS-SEM) was applied to validate the quantitative constructs and explore causal relationships. The results reveal a pronounced inclination of local people towards economic development and environmental conservation, despite ongoing concerns regarding social costs and infrastructure inadequacies. Significant predictors of pro-tourism behavior include perceived economic advantages, environmental sustainability, and a community-focused economy. The study also highlights institutional support and biodiversity as strengths, while identifying weaknesses such as insufficient infrastructure and limited local representation in decision-making processes. Additionally, it advocates the promotion of local entrepreneurship in ecotourism and enhancement of conservation education. These findings establish a foundation for aligning conservation and development goals, thereby fostering resilient, inclusive and sustainable marine tourism. Keywords: sustainable tourism, marine conservation, pro-tourism behavior, stakeholder attitudes, Menai Bay, PLS-SEM, SWOT analysis.