Research On The Influence Process Of The Ancient Village Residents' Behavior To Tourist Psychological Carrying Capacity

The crowding phenomenon of the ancient village will not only reduce tourist experience, but also exceed tourist psychological carrying capacity. External factors affecting tourist psychological carrying capacity include three parts, they are environmental factors, activity factors and group factors, and the resident is integral to these factors. The existing literatures have explored whether residents' behavior can influence tourist psychological carrying capacity, but these literatures failed to explain the process and the degree of the influence. Based on the theory of Behavior and Experience, this paper proposes that the ancient village residents' behavior has positive impact on tourist psychological carrying capacity through tourist experience. The related hypothesis will be tested in this paper.In this paper, tourist experience is used as intermediate variable, and the structural equation model is used to explore the influence process and degree of the ancient village residents' behavior to tourist psychological carrying capacity. According to the existing literatures,15 variables of ancient village residents' behavior are selected. Through the factor analysis by SPSS 18.0 software, these factors are divided to three main parts, they are the ancient village residents' interaction with tourist, the way of ancient village residents' life and ancient village residents' commercial activities. Finally,18 observed variables are selected to the five latent variables of structural equation model. Using Amos17.0 software to estimate the structural equation model, then test and verify the hypothesis.The results confirm that the way of ancient village residents' life and the ancient village residents' commercial activities have positive impact on the tourist psychological carrying capacity through tourist experience, and the influence of the way of ancient village residents' life is deeper than the influence of the ancient village residents' commercial activities. When managers concern about the ancient village residents' behavior, they also should dig programs and activities that have cultural characteristic and custom.