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| RESIDENTS' PERCEPTION OF SCENIC DEVELOPMENT ENTERPRISES' CORPORATE SOCIAL RESPONSIBILITY: PERSPECTIVE OF PLACE ATTACHMENT |
| ZHANG Chao-zhi, ZENG Li-ping, LIN Hong-xia |
| School of Tourism Management, Sun Yat-Sen University, Guangzhou 510275, China |
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Abstract the scenic development enterprises are getting profit directly from the heritage resources, which are considered to be the most important public resources, and it's highly attached by local people and tourist, increasing conflicts arose between local community and the developers due to the reason of responsibilities understanding difference in the past years, thus the Social Responsibility of Scenic Development Enterprises plays a significant role for sustainable development in heritage site, but how the other stakeholders perceive the enterprises' CSR has been ignored in the past decades, in response to this literature gap, the paper chooses Wulingyuan as a research site to collect data, where is one of the top natural heritage tourism destinations in China, and there are numbers of scenic development enterprises who have close link with the local people, 332 valid questionnaires were collected from the local people. The results testified the hypothesis model about local residence place attachment and cognition of heritage values and their perception of scenic development enterprises' CSR. The findings are:(1) Residents expect that scenic development enterprises should be responsible for shareholders, visitors, employees, heritage and the government, particularly the environment and community residents. (2) Those residents, who have a stronger sense of place attachment and stronger cognition of heritage values, often have a higher expectation on scenic development enterprises' CSR. (3) By strengthening local residents' cognition of heritage values, place attachment deepens their perception of scenic development enterprises' CSR.
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Received: 28 July 2014
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2015, Vol. 30 
