Meizhoudao Research On The Tourists’ Place Identity

Place identity research is closely related to place attachment theory.This thesis introduces a series concept and research field of place attachment theory, they are “Topophilia”, “place attachment” and “place identity”. After it focusing on “place identity”, explained the connotation of place identity, introduced the current research progress and research methods. Finally, point out that there are only a small number of tempirical studies of place identity.This paper describes an overview of Meizhou Island and tourism development. On this basis,determined the object of study and self-design questionnaire, involving tourists demogtaphic characteristics, behavioral characteristics and place identity. A pilot study is carried out first with 110 questionnaires collected through visiting the holy land of Meizhoudao in Fujian province, the island of tourism, then a minor correction is made on the questions.The author collects 500 pieces of questionnaires later and uses Spss 19.0 to analysis the data.Empirical analysis shows that among the tourists of Meizhoudao,there exists a significant correlation between the their behavior characteristics.demographic characteristics,and their place identity:the education level of tourists,the distance of their home to the destination,the degree of their Mazu(妈祖)belief and their stay times in the destination are positively correlated to the religious tourists’place identity;Tourists’gender,visit frequency,familiarity to the destination,personal income and companion have no significant impact on their place identity;But the tourists’occupation,age and tourism motivation has some significant influences on their place identity:the place identity degree of the student visitors and civil servants in the Meizhoudao tourists is low;the tourists in 29-35 age group enjoy a high place identity;the visitors with high motives have a strong place identity;According to cluster analysis, tourists can be divided into three categories: visitors with high place identity, visitors with medium place identity and visitors with low place identity. According to further the analysis, tourists are commonly in low place identity on Meizhoudao. In the effect factors of tourists place identity, the cultural identity of tourists(national cultural identity and tourism cultural identity, social identity(livability identity and social identity), personal identity(inner emotional self-identity and self-commitment identity),these three key influence factors impact the tourist place identity.This article based on the results of empirical research, to make some recommendations to the development of tourism resources in Meizhoudao, especially to promote tourism has important guiding significance for the government, as actively build Meizhoudao tourism atmosphere; based on the differences of tourists place identity, to promote the place identity of the tourists at different levels. And explore the ecological products on bases of Mazu culture.