Tourism Destination Residents’ Perceptions And Attitudes Toward Tourism Festival

With the development of tourist festival,it does much good to the local toursim industry and destination development,it’s also generate economic and social benefits.Because of this,many parts of our country are holding tourism festivals.The "enthusiasm" is very different between governments, enterprises and residents.In order to understand this contradiction,this report research on the residents’perceptions and attitudes to Wuhan International Tourism Festival,and analyse the relationship between perceptions and attitudes.The study used the method of survey research including questionnaire and face-to-face interview,used exploratory factor analysis method to explore the specific contents of residents’perception,used cluster analysis to analyze the attitdues of the residents,while constructed structural equation model to analysis the relationship between perctptions and attitudes. The conclusions of the study are as following:First,through the exploratory factor analysis,the variables can be divided into six categories:the positive impact of economic perception factor,the negative impact of economic perception factor, the positive impact of social and cultural perception factor, the negative impact of social and cultural perception factor, the positive impact of environment perception factor, the negative impact of environment perception factor.Then by confirmatory factor analysis confirmed the results of exploratory factor analysis.Second,use of cluster analysis method will be residents of the perceptions and attitudes into indifferent type and rational type.there has been no fanaticism supporters,which is consistent with the current development of the tourism festival.Third,through construct model and analysis found that when people perceive the positive impact of tourism in the economic,social and cultural,environment,they will hold positive attituds;and the negative impact perception in economic negative correlation with the attitudes; the negative impact perception social and cultural and environment have no signification influence on their attitudes.