BEYOND FORMAL DUTIES: HOW ORGANIZATIONAL CITIZENSHIP BEHAVIOUR DRIVES COMMUNITY-BASED TOURISM IN RURAL INDONESIA

Abstract

This study examines the pivotal role of Organizational Citizenship Behavior (OCB) in enhancing human resource contributions to sustainable village development in Indonesia. Shifting from macro-level analyses, the research adopts a micro-level (individual) lens within a constructivist paradigm using a qualitative descriptive approach. Data were gathered through domain analysis of seven OCB dimensions, involving Tourism Awareness Group (POKDARWIS) members and key informants in Tirta Agung Tourism Village, Bondowoso Regency. Findings reveal that effective OCB implementation manifests through robust organizational commitment. This commitment crystallizes in three interlinked aspects: a profound sense of belonging, genuine enthusiasm for duties, and a powerful sense of ownership over project success. This study contributes to tourism management discourse by providing empirical evidence that OCB is realized through fostering creative social interactions and enhancing individual capabilities. Ultimately, it posits that OCB serves as a fundamental mechanism for translating community potential into sustainable tourism outcomes.