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| SEGMENTATION AND INFLUENTIAL FACTORS OF HOST COMMUNITY RESIDENTS IN A NATURE-BASED DESTINATION: A CASE STUDY IN TIANTANGZHAI SCENIC SPOT, ANHUI PROVINCE |
| HAN Guo-sheng1,2, ZHANG Jie2, HUANG Yue-wen3, ZHONG Shi-en1 |
1. School of Business, Shandong(Weihai) University, Weihai 264209, China;
2. School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210093, China;
3. Department of Tourism, School of Management, Shih Hsin University, Taipei 11604, China |
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Abstract Based on a questionnaire survey on host community around Tiantangzhai scenic spot, Anhui Province, China, Such quantitive research techniques as Factor analysis, Hierarchical Cluster, Multinomial Logistic Regression are employed on segmentation and influential factors of host community. In order to improve on research reliability and validity, such qualitative research techniques as structural interviews and non-structural in-depth interviews are employed to explain quantitive results and provide a thorough analysis to formation mechanism beyond segmentation of host community. It is concluded that host community residents are classified into naive optimists, community economy-led realists, cautious supporters, and pessimistic opposers. Naive optimists attach importance to social, cultural benefits and nature protection and tremendous potential to overcome such social issues as unemployment and children education. Community economy-led realists are not too concerned about various positive benefits but emphasize community satisfaction, especially economic benefits resulting from tourism development. Cautious supporters pay much attention to various social costs resulting from tourism development but support tourism development conditionally while pessimistic opposition pay much attention to such social costs in the same way and consequently oppose tourism development.
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Received: 31 October 2011
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2012, Vol. 27 
