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| SOCIO-CULTURAL IMPACT OF TOURISM ON ANCIENT VILLAGES: RELATIONSHIPS AMONG RESIDENTS' PERCEPTION, ATTITUDES AND BEHAVIOR: A CASE STUDY ON PING'AN VILLAGE OF GUILIN |
| TANG Xiao-yun |
| China Tourism Academy, Beijing 100005, China |
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Abstract Recent years, heritage tourism in rural China has grown rapidly in both of the scale and variety. Taking Ping'an Village as an example and using structural equation modeling, this study examines the social cultural impact of tourism development on ancient villages, and investigates the relations among hosts' perceptions of cultural identity, their attitudes on the impacts and behaviors towards tourism development. The study found that, (1) the stronger the residents' culture identity, the stronger their perceptions of tourism impacts on community development, regardless positive or negative; (2) the higher degree of the residents' involvement in tourism, the stronger positive perception of tourism; (3) the stronger the residents' perception the social cultural impact of tourism development, the stronger evaluation they have on community development through tourism, regardless positive or negative; (4) the stronger the residents' perception on community development impact on tourism is, the more apparent the residents support or against tourism development tendency; (5) the more satisfied with the community development after tourism, the more supportive their tendency's on tourism development. To summarize, residents are the main player in the ancient village's tourism development as they are the inheritance of traditional society and culture and creators. Their positive attitudes towards cultural preservation and heritage will determine the quality and direction of the ancient village development. The study proposes suggestions for culture inheritance and development during the tourism development in the ancient village. Finally, residents must benefit from the tourism development process, which is the final goal and basic premise of community tourism.
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Received: 16 August 2014
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2015, Vol. 30 
