This study examines the influence of social support from intermediary organizations on innovativeness and subjective happiness in community-based tourism (CBT). The authors collected data from 236 residents who had participated in the Tour Dure project in South Korea. The analysis, using partial least square structural equation modeling (PLS-SEM), shows that social support from intermediary organizations has a positive effect on the innovativeness of residents. Further, the more innovativeness the residents showed, the more their subjective happiness increased. In other words, social support from intermediary organizations plays an important role in improving innovativeness, and in turn, the subjective happiness of residents. There have been many claims that resident participation is important in CBT, but it has usually been treated as a slogan without offering specific proposals for boosting such participation. This study discovered that the social support given by intermediary organizations to residents plays an important role in innovativeness and subjective happiness. It also shows that it is effective to encourage residents’ participation in CBT by offering social support from intermediary organizations.

As COVID-19 has spread throughout the world, it has caused unprecedented disruption to community-based tourism (CBT). The purpose of this study is to identify local reactions to COVID-19 in CBT destinations using social representation theory (SRT) as a framework for analysis. Furthermore, this paper uses Q methodology to shed light on residents’ reactions to COVID-19. A demonstration of this method is used to analyze a Q set of 36 statements and a P set of 30 respondents working in the CBT business in Seochon Village, Seoul, Korea from 10 May to 21 May in 2021. As a result of the analysis, three distinct clusters are identified: fear of stigmatization as a plague spreader, maladaptation to environmental change, and threats to livelihoods. Based on the findings, the theoretical and practical implications are discussed to aid the local community to build a more sustainable and safer CBT during and after the pandemic.

This paper explores tourists’ perceptions of English as a lingua franca (ELF) to understand the ELF phenomenon in tourist destinations by analyzing in-depth interviews with 15 Korean tourists from a phenomenological approach. The findings show that participants had awareness of the growing role of ELF in tourism and perceived English use in destinations as an opportunity for selfdevelopment and the index of social development while the dominance of English was recognized as unequal linguistic power relations such as linguistic imperialism. This study provides implications for tourist destination management and marketing on language-related issues to satisfy and attract more tourists.