Study On The Influencing Factors Of Local Residents’ Willingness To Participate In Tourism Development Based On The TPB Theory

In 2016,the National Development and Reform Commission,the Ministry of Finance and the Ministry of Housing decided to carry out the cultivation of characteristic towns across the country as the beginning.A series of potential and characteristic tourist towns have been explored.While developing characteristic tourist towns around cities,they also absorb the labor force of surrounding towns or local residents.In September 2022,with the approval of Hainan Provincial Tourism and Culture Department,Sanya Tianya Town was recognized as a tourism town in Hainan Province.Based on this background,it becomes the key to analyze the influence of local residents’ willingness to participate in tourism development.Based on the theory of planned behavior,this study designs a theoretical model,puts forward research variables,and uses SPSS statistical software to process the collected sample data to build an influence model of local residents’ willingness to participate in the development of tourism characteristic towns under the theory of planned behavior.It also uses structural equation to analyze 240 questionnaires of local residents in Sanya Tianya tourism characteristic towns.The model is verified.The results show that:(1)the hypothesis of goal setting passes the test,and the path coefficient has an effect on local residents’ willingness to participate in the development of tourism in Tianya town: attitude > perceived behavioral control >subjective norm > behavioral intention;(2)Subjective norms have a significant positive impact on local residents’ attitudes(β=0.313,p<0.001);(3)Subjective norms have a significant positive impact on the behavioral intention of local residents to participate in the development of tourism characteristic towns(β=0.303,p<0.001);(4)Perceived behavior control has a significant positive effect on local residents’ attitudes(β=0.56,p<0.001);(5)Perceived behavioral control has a significant positive effect on the behavioral intention of participating in the development of tourism characteristic towns(β=0.382,p<0.001);(6)The attitude of local residents has a significant positive impact on the behavioral intention of local residents to participate in the development of tourism characteristic towns(β=0.312,p<0.001);(7)The attitude of local residents plays an intermediary role and has a significant positive effect on the behavioral intention of local residents.According to the conclusion of the empirical study,the development enlightenment of improving the intention of local residents to participate in tourism development is put forward from four aspects:(1)Establish the consciousness of "protagonist" of local residents and strengthen the sense of participation;(2)Improve the training mechanism to attract and retain local talents;(3)pay attention to the quality education of the whole people and improve cultural confidence;(4)Improve the comfort level of local residents and enhance their sense of belonging and happiness.In this way,the initiative of local residents to participate in the development of towns with tourism characteristics is enhanced,and reference and suggestions are provided for the same research direction and tourism researchers.