The Local People's Perception And The Attitude Towards The Tourism Development Influence In Tian' Zifang

As the local people are one of the most important stakeholders in the development of tourism, their perceptions and the attitudes are one of the key points to the sustainable development of the tourism. The author selected the social exchange and tourist loyalty theory, used questionnaire survey and quantity analysis, also the interview and comparison survey based on the first-hand survey, did the analysis about the people of Tian' zifang's perception and attitude about the tourism, and found out the merits and demerits on the tourism development, also sought the solution to the problems.The paper can be divided in to four chapters. The first chapter is the introduction, describes the reason why the author chose this topic, the process of the research and the methodology. The second chapter is the literature review, reviewed and conducted the thesis about the people's perception and attitude to the tourism development. Also introduced the analysis about Tian' zifang. The third chapter is the empirical study. The author used SPSS and did the EFA, ANOVA, Analysis of Correlation and Cluster Analysis, to find the local people's perception as well as the attitude towards the tourism development. And the author did the interviews to the different stakeholders, to find their ideas of the solution. The last chapter is the conclusion. The author conducted the results of the empirical study, and tried to find out the solution, and provided the policy suggestions.The results show that 1. The local people think the development of tourism enrich the brand of Tian' zifang, and promote the development of the community.2. The local people think the promotion of shopping and dining affected their livings and had the negative effects to their perceptions and the attitudes.3. The promotion of shopping and dinning is the unbalance of industry structure on the Total Marketization. 4. The challenges to the development of Tian' zifang is the absent and the abstract of the development strategy.5. The future development of Tian' zifang should be guided by the government on the development strategy, and be promoted to the sustainable development.The author suggested the administrations to adapt the following ideas, so that to develop the tourism in Tian' zifang.1. Change the development strategy, Adhere to the culture as the key point of the future development.2. Make the scientific and sustainable development strategy.3. Change the industry structure step by step, and efficiently combine the development of Creation Culture and Business.4. Government guide and local people participant, make the Tian'zifang community the sustainable and harmonies development.