Regional Development

Community relationship,benefit perception and pro-tourism behavior: A moderated mediation model

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  • 1 School of Tourism,Xinjiang University of Finance & Economics,Urumqi 830012,Xinjiang,China;
    2 School of Statistics and Data Science,Xinjiang University of Finance & Economics,Urumqi 830012,Xinjiang,China;
    3 College of Resource and Environment Sciences,Xinjiang University,Urumqi 830046,Xinjiang,China

Received date: 2020-01-06

  Revised date: 2020-04-07

  Online published: 2020-11-18

Abstract

The attitudes of residents of tourist destinations towards tourism itself do not only influence the perception and experience of tourists,but also play a major role in the sustainable development of the tourism industry. In this paper,based on the analysis of favorable or unfavorable attitudes toward tourism and pro-environmental behavior,we propose the concept of “pro-tourism behavior”:the residents’ intention to enhance the development of local tourism. Based on the Social Representations Theory research framework,we constructed a “community relationship-benefit perception-behaviors” model and empirically investigated the impact of the community relationship on the pro-tourism behavior;moreover,we explored the mediation role of the tourism benefit perception and the moderation role of the tour event attachment. The results indicated that the community relationship significantly influences the tourist destination residents’ perception of the economic,social,and environmental benefits of tourism in a positive way; this positive perception,in turn,significantly and favorably influences the pro-tourism behavior. Overall,the residents’ perception of the economic,social,and environmental benefits plays a multi-chained mediation role between the community relationship and the pro-tourism behavior. Meanwhile,the tour event attachment moderates the relationship among the community relationship and the perception of the social and environmental benefits of tourism. In conclusion,the results of this research are important for the development and management of community tourism at tourist destinations.

Cite this article

LI Dong, CUI Chun-yu, MA Chang-fa, GUAN Jing-yun, CHEN Yue-tong, WANG Yu-qing . Community relationship,benefit perception and pro-tourism behavior: A moderated mediation model[J]. Arid Land Geography, 2020 , 43(4) : 1098 -1107 . DOI: 10.12118/j.issn.1000-6060.2020.04.25

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