Research On Perceptions Of Tourism Impacts And Willingness To Participate Of Scenic Byway Residents

At present,China's tourism industry is in the background of resource integration,regional coordination and development integration.Because of the powerful function of Scenic Byway,it has obtained great development opportunities.However,there are some problems in the development of Scenic Byway tourism,such as neglecting the protection and development of community,imbalance between supply and demand,and unequal distribution of benefits.The study of scenic road in China is mostly from the perspective of planning and design and tourists,lacking of research on community residents.Therefore,starting with community residents,understanding the needs of the community,and clarifying the influencing factors and interrelationships of residents 'perceptions of tourism impact and willingness to participate are of great significance to promote residents' participation and enhance the sustainable development of scenic tourism.From the perspective of residents' perception of tourism impact,based on social exchange theory and cognitive-emotional-intention theory,this paper constructs a theoretical model of perception of tourism impact of Scenic Byway Residents,attitude towards tourism development and willingness to participate.Tourism impact perception includes four dimensions: economic impact perception,socio-cultural impact perception,environmental impact perception,and scenic byway traffic impact perception.The four dimensions are set from positive and negative directions to determine the fourdimensional indicators of tourism impact perception of Scenic Byway Residents.Taking the Grass Skyline as a case,a questionnaire was collected,and the structural equation model analysis method was used to make an empirical test.The study found that:(1)Residents' perception of positive influence has no direct impact on the willingness to participate,but an indirect positive effect through tourism development attitude;negative perception has a significant negative effect on their willingness to participate,but also has indirect negative impact through tourism development attitude.(2)Residents' perception of positive economic impact has a significant positive impact on tourism development attitude,and indirectly has a positive impact on willingness to participate through tourism development attitude;negative economic impact has a significant negative impact on tourism development attitude,and indirectly has a negative impact on willingness to participate through tourism development attitude.(3)Residents' perception of positive social and cultural impact has a significant positive impact on tourism development attitude,and indirectly has a positive impact on willingness to participate through tourism development attitude;negative social and cultural impact has a significant negative impact on tourism development attitude,and indirectly has a negative impact on willingness to participate through tourism development attitude.(4)Residents' positive environmental impact perception has a significant positive impact on tourism development attitude,and indirectly has a positive impact on willingness to participate through tourism development attitude;negative environmental impact perception has no significant relationship with tourism development attitude.(5)There is no significant relationship between residents' perception of positive scenic road traffic impact and tourism development attitude,while residents' perception of negative scenic road traffic impact has a significant negative impact on tourism development attitude,and indirectly has a negative impact on willingness to participate through tourism development attitude.Based on the above conclusions,the paper puts forward five Suggestions to improve the participation willingness of residents of the Grass Skyline: Attaching importance to residents' negative impact perception;improving residents' tourism economic benefits,providing financial and technical support;excavating and cultivating local culture,cultivating good social and cultural atmosphere;improving environmental hardware facilities to improve residents' positive environmental impact perception;building a scenic byway network system to reduce residents' negative traffic impact perception.