Study On The Relationship Among Tourism Region Attraction,Place Attachment And Tourist’s Resource Protection Attitude

The ancient village is a kind of special humanity tourism resource and is a comprehensive landscape which is composed of historic ancient dwellings,natural environment,abstract cultural connotation and ancient atmosphere.In recent years,with the advance of the construction of new countryside and the construction of beautiful rural,the ancient-village tourism,an important part of rural tourism,is growing rapidly.Since the ancient-village tourism resources possess the unduplicatedness and vulnerability,the constant flow of a large number of tourists,coupled with the lack of awareness of resource protection in some tourists,gives rise to a severe shock for the sustainable development of the ancient-village tourism.Aiming at the situation,some scenic areas take some measures,such as raising ticket price,imposing a fine,confining tourists’ sightseeing area and setting up environmental protection signboard.But they don’t achieve the desired result by taking these measures in the process of implementation.At the same time,it also damages the tourists’ traveling experience and the value embodiment of ancient-village tourism.As an important concept of the man-earth relationship,place attachment plays an important role in tourism resource protection.The paper is on the basis of place attachment theory in environmental psychology and behavioral geography and introduces two factors,tourism region attraction and tourist’s resource protection attitude.The paper incorporates tourism region attraction,place attachment and tourist’s resource protection attitude into one theory framework,explores the relationship among three factors in the specific circumstance of ancient village and thus put forward strongly operational suggestions for the ancient-village tourism resource protection.The paper put forward the theory hypotheses and constructs the conceptual model about tourism region attraction,place attachment and tourist’s resource protection attitude by systematically sorting the literature and deeply analysizing theory.The paper examines the proposed theory hypotheses by survey data from tourists of Xidi and Hongcun in southern Anhui and the research conclusions are drawn: Tourism region attraction significantly and positively affect place attachment;Place attachment significantly and positively tourist’s resource protection attitude;Tourism region attraction significantly and positively affect tourist’s resource protection attitude;Tourism region attraction not only directly affect tourist’s resource protection attitude,but indirectly affect tourist’s resource protection attitude by place attachment,namely place attachment plays a partial mediation effect between tourism region attraction and tourist’s resource protection attitude.On the basis of the above research conclusions,the paper put forward operational suggestions aim at how to cultivate the protection attitude of ancient-village tourism resource of tourists and to effectively protect the ancient-village tourism resource from two aspects of improving tourism region attraction and enhancing tourists’ place dependence and place identification.At last,the paper elaborates the shortcomings of the paper as well as the expanding direction of the future research.