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Measurement of Multiple Influence Paths of the Residents' Positive Perception in Ancient Village Tourism Destination:Taking Zhouzhuang, Kunshan City as an Example

SUN Jiaojiao;GUO Yingzhi;School of Business,Suzhou University of Science and Technology;Postdoctoral Station of Business Administration,Fudan University;Department of Tourism,Fudan University;  
This paper explores the measurement of residents' positive perception in ancient village tourism destinations and the multiple paths of its influencing factors to provide policy advice for promoting people-oriented rural tourism and high-quality rural revitalization. The grounded theory and fuzzy set qualitative comparative analysis(fsQCA) are used to explore the multivariable interaction. The results show that: 1) The positive perception of tourism destination residents includes three dimensions and a measurement scale with 10 items. 2) Among the six influencing factors of place belonging, place attachment, perceived power, tourism knowledge, residents' participation and economic dependence, the consistency of residents' participation and place attachment is relatively high as single factor, but neither of them can constitute sufficient and necessary condition for residents' positive perception, the influencing factors must work as combinations. 3) Among the 64 path combinations formed,there are 10 sufficient conditions. The path combinations can effectively affect the positive perception of residents in tourism destination. 4) The combination of 10 paths produces three logic paths with explanatory power from high to low, which are emotional participation logic, cognitive practical logic and economic rational logic. 5) The residents' participation and place attachment play core roles in the essential paths. For rural tourism destination residents in economically developed areas in this case,the generation of their positive emotions has exceeded the satisfaction of economic factors. It should optimize the participation mechanism and enhance emotional connection. 6) The generation of residents' positive perception in rural tourism destinations does not depend on any single factor. The management needs to choose combination paths according to local conditions.
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