Empirical Research For The Impact Of Tourism Development On The Earthbound Characteristics Of Rural Ethnic Communities

The globalization indicates dominant logic and homogenization, each national traditional culture faces the challenge of standardization. But at the same time, tourists' demand for divers exotic cultures grow quickly. The unique folk culture and localism of domestic ethnic minorities attract tourists from both home and abroad who like to experience different ethnic lives. However, tourism development in ethnic minorities brings not only the profits, but a series of social and cultural problems as well.Numerous scholars have done long and in-depth research on these issues but seldom explain it from local social structure theory perspective, and ignores the "earthbound characteristics" of rural ethnic communities in China. This paper employs "Chaxu geju" theory, Community research methods, takes Jiaju Tibetan Stockaded Village (in Danba County, Sichuan Province) as an example to analyse the impact of tourism development on the earthbound characteristics of ethnic communities.The research content mainly includes:(1) Literature review: points out the deficiency of existing research after review the papers both at home and abroad on "the impact of tourism development on the society and culture in rural ethnic communities"; propose research problems based on "Chaxu geju" theory. (2) Research design and investigation: combine the indexes from papers and interview content to develop scale for the impact of tourism development on the earthbound characteristics in rural ethnic communities.(3) Data analysis and explanation: explain the impact of tourism development on "social relations, economic activities, opinions about public and self, traditional moral values and rule of virtue" in rural ethnic community based on the results of the quantitative and qualitative analysis of the data.(4) Conclusion and discuss: refine the conclusion and put forward the prospect of research.