Research On The Characteristics Of Tourism Entrepreneurial Migrants’ Sense Of Place And The Difference With Local Small Business Owners

As an important content in human geography, environmental psychology and Recreation Geography, Sense of place gradually aroused the attention of scholars in China. It can reflect the special man-land relationship between tourism subject and tourism object, and plays an important role in the development of the tourism destination. However, most experts of our country focus on the study of tourists and residents on the research in this area, but they pay little attention to tourism owners’ sense of place. Small tourism enterprises as the main body of the tourism industry gives the specific local meaning to the tourism destination, forms coupling relationships by personalized experience and perception in tourism destination, which affects their cognition and behavior in tourist area. Therefore, it is both theoretical and practical meanings to make a better understanding of the characteristics of tourism entrepreneurial migrations’ sense of place and the differences of sense of place between tourism entrepreneurial migrants and local small business owners. This article explores tourism entrepreneurial migrants’ sense of place to Jiuzhaigou from the perspective of “sense of place”.Based on the review and conclusion of research progress at home and abroad on the sense of place, this article obtains in relevant information and datas by means of literature, questionnaire survey, depth interviews etc.Then analyzing these datas by using mixed methods of quantitative research, qualitative research and descriptive analysis, one-way analysis, independent samples T test, two independent samples nonparametric tests, two related samples nonparametric tests etc. Firstly, this paper introduces the difference characteristics, and then discusses the overall characteristics of tourism entrepreneurial migrants’ sense of place,and analyzes its forming reason. Secondly, the tourism entrepreneurial migrants’ sense of place has been divided into four types according to the interview content,then analysis the main body of these four types, the evolution process of tourismentrepreneurial migrants’ sense of place, and the cause of evolution based on the interview. Finally, the article explains the difference of sense of place between tourism entrepreneurial migrants and local small business owners, and proposes several measures to enhance tourism entrepreneurial migrants’ sense of place.The result shows that tourism entrepreneurial migrants’ sense of place has significant differences in many aspects of demographic characteristics, such as education degree, source, income, settlement time and settlement form and etc.Tourism entrepreneurial migrants’ sense of place can be divided into four types:“life-style type”, “function-oriented type”, “live and work type”, “tired of place type”, of which, the enterprise of “life-style type” are mainly handicrafts shop;“function-oriented type” are mainly restaurants, supermarkets and mass clothing shops; “live and work type” are mainly specialty shops, crafts and specialty clothing stores; “tired of place type” are mainly restaurants. In the process of tourism development, the four types will turn to each other according to the interaction of economic dependence and emotional identity. There are significant differences between tourism entrepreneurial migrants and local small business owners in place attachment, place identity, place dependence and culture identity.The reason for the differences lie heavily in the differences between tourism entrepreneurial migrants and local small business owners in place experience,place memory, life satisfaction, management satisfaction, government policy,management environment, management motivation, life demands, cognitive methods. Finally, the article proposes several measures to enhance tourism entrepreneurial migrants’ sense of place, which includes strengthening the government management to small tourism businesses, strengthening the operating characteristics of small tourism businesses, improving the living facilities of Jiuzhaigou, and enhancing the participation of tourism entrepreneurial migrants.