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This study extends social capital to specific types of personal relationships that encourage residents’ collective action for rural tourism development. Two communities in South Korea were examined using face-to-face interviews with community leaders, and a structured questionnaire with residents. Five hypotheses that frame tourism development as a coordinated effort of social networks were identified. Findings indicate that the quality of one’s social networks are relevant to the propensity to participate in tourism development. The closer one’s relationship to a community leader of tourism development, the more likely they are to be part of community-based efforts for tourism development. In addition, compared to individualized personal ties among residents, already existing social organizations were critical to enhance collective action of residents. An implication for increased participation in tourism development is for community leaders to reach out and learn from residents who are isolated or less central within community leadership networks.