Research On The Influence Mechanism Of Community Residents’ Intention Of Participate In Tourism Based On TPB Expansion Model

In the Outline of China’s Rural Poverty Alleviation and Development(2011-2020),tourism poverty alleviation has been taken as an important means of poverty alleviation in China.In 2017,the Nineteenth National Congress of the Communist Party of China put forward the strategy of rural revitalization clearly.Undoubtedly,under the background of national strategy,rural tourism has become one of the important treasures of rural revitalization..It can be seen that the development of rural tourism is an urgent need for precise poverty alleviation and Rural Revitalization in China,and community participation in tourism is an important way for rural residents and rural tourism to coexist mutually beneficial.The original intention of rural tourism development is to realize the development of local rural resident.The main beneficiaries of rural tourism development should be rural residents first.So,in the process of rural tourism development,how to protect the interests of the residents of rural tourism destination? Community participation in tourism has become the general consensus of academia to answer this important question.Therefore,it is necessary to explore the formation mechanism of rural residents’ intention to participate in tourism.By combining qualitative and quantitative research methods,this paper quantifies the variables of tourism empowerment,local attachment and participation intention,constructs a TPB expansion model of the relationship between tourism empowerment and local attachment on rural tourism community residents’ participation in tourism intention.Through the case study of Miao villages inXijiang,field research was conducted to obtain research data.With empirical analysis method,this paper analyses the influence mechanism of tourism empowerment and local attachment on rural tourism community residents’ intention to participate in tourism.The conclusions are as follows: first,local attachment and perceptual behavior control have significant direct and positive effects on the intention to participate in tourism.Behavior attitude plays a part of intermediary role in the relationship between "local attachment participation in tourism intention","perceptual behavior control participation in tourism intention".Second,tourism empowerment and subjective norms have no significant direct impact on participation in tourism intention.Actions and attitudes play a full intermediary role in the relationship between "tourism empowerment participation in tourism intention" and "subjective norms participation in tourism intention".According to the conclusion of the study,the following management enlightenments are put forward for the residents of rural tourism destination to participate in the development of rural tourism:(1)Community residents should be empowered to construct tourism from the aspects of benefit distribution system,right guarantee and community obligation system,right to use tourism resources system and construction system of tourism information channel,so as to make local residents have more sense of acquisition,satisfaction and happiness in the process of rural tourism development.(2)Strengthen the effective interaction between the residents of rural tourism destination and the local social andhumanistic environment,and form more strong local attachment emotion,which makes the rural residents form more profound functional and emotional dependence on the local humanistic and social environment,and at the same time establish the cultural self-confidence of rural tourism community and road self-confidence of rural tourism development.