STUDY ON THE RELATIONSHIP AMONG “COGNITIVE GAP”, “EMOTION” AND TOURIST'S “PLACE ATTACHMENT”——A Case Study Of Dujiangyan
ZHOU Hui-ling1, XU Chun-xiao2, TANG Qian-song3
1. Department of Economic Management, Hunan University of Science and Engineering. Yongzhou 425100, China;
2. Tourism College, Hunan Normal University. Changsha 410081, China ;
3. Bureau of Tourism, Dujiangyan city. Chengdu 611830, China
Abstract This paper aims to examine the relationship among "cognitive gap", "emotion" and tourist's "place attachment". The authors adopt the quantitative approach in this research and a case study of Dujiangyan is provided. People, after visiting, will have a place reflection named model place. If the model place surpasses their desire,and also conforms to individual values system and no conflict to one's belief, the tourists will experience the process of "the introspection". Therefore, "the place dependence" will possibly occur. Place attachment is affected by many factors including emotion, which has positive effect, and cognitive gap, which has negative effect. Meanwhile, the positive effects are much greater than the negative effects. According to the study, Dujiangyan's insufficient place attachment mostly results from the less distinct place identity which would help the tourists understand the culture, history, landscape and other backgrounds of the destinations. The place identity is significant for attracting more tourists and making the foundation of tourist industry. Place rootedness is the one of the aspects of place identity. Different people have different feelings about place rootedness. In general, there is big difference between genders. Men are more excited about it compared with women. Apart from gender, the effect of age, education background and income have great influence on it as well. The survey shows that tourists with older ages and more education have stronger feeling about the place identity compared with the younger and the less educated tourists. The survey also shows that emotion will become stronger when income rises. But there is flexibility in place familiarity and place rootedness. Furthermore, the authors point out that place attachment is determined by place belongingness, place identity and place dependence. The tourists with older age, more education or higher income have stronger feelings about the place attachment.
2010, Vol. 25 
