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《Acta Geographica Sinica》 2014-10
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Community tourism support model and its application based on social exchange theory:Case studies of gateway communities of Huangshan Scenic Area

WANG Yong;LU Lin;Research Center of Tourism Planning and Development, College of Territorial Resources and Tourism,Anhui Normal University;  
Being adjacent and at the entrance position to scenic area, gateway communities are confronted with special opportunities and problems in their tourism development.According to social exchange theory, the paper chooses seven structural variables(community participation, neighborhood conditions, trust in tourism institutions, perceived benefits of tourism, perceived costs of tourism, community satisfaction and tourism support) to build a structural equation model reflecting their impacts on the support of tourism of residents. On the basis of four gateway communities of Huangshan scenic area the model is validated.Based on the structural equation model analysis and factor analysis, the paper discusses the pathways through which the variables play a part in community tourism support and the external factors affecting tourism support in different gateway communities for the same scenic area. The study results are shown as follows:(1) In general, perceived benefits of tourism and community satisfaction has a positive effect on tourism support. Neighborhood conditions, trust in tourism institutions and community satisfaction has a positive effect on perceived benefits of tourism. Community participation, neighborhood conditions and trust in tourism institutions affect community satisfaction positively. The positive relationship between community participation and perceived benefits of tourism is not significant. Perceived costs of tourism have little to do with other variables.(2) Residents' perception and tourism support are not the same in different gateway communities of Huangshan scenic area. The overall score of the south gateway town Tangkou is the highest. The north gateway town GantangGengcheng takes the second place. The east gateway town Tanjiaqiao is the third and the west gateway town Jiaocun is the lowest.(3) The factors such as spatial relations between the gateway communities and scenic area, geographical conditions and traffic pattern and the tourism economy development level contribute to the tourism supports difference in different gateway communities.
【Fund】: 国家自然科学基金重点项目(41230631)~~
【CateGory Index】: F592.7
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