Research On The Main Identity Of Yangshuo Inn In The Context Of Tourism

As the main concept of sociology, identity is one of the hotspots in current tourism research. In the process of tourism development, different stakeholders construct and represent the identity dynamically in the transformation and interaction of "the self" and "the other", andproactively influence the development of the tourism destination system. The vigorous development of the hotel industry pulled the innkeepers which are the unique characteristics of reception facilities and city symbol for tourism cities such as Lijiang, Dali, Yangshuo and so on to the frontier research. As one of the pursuit of economic interests and part of place, innkeepers construct their identity in the perspective of the "self and the "other". So how has innkeepers'identity been constructed? What are the dimensions of identity? What is the specific representation mechanism of innkeepers' identity? What are the main factors influencing the identity of innkeepers? In the process of identity construction and reconstruction, if it will have any effect on pattern of stakeholders and the development of destination.These are the current research problems of mistreatment.Based on previous related theory, the paper takes Yangshuo Innkeepers as an example, via three times for a total of 52 days of field investigation, from the angle of social cultural geography and tourism management, using literature analysis, participant observation, depth interviews, content analysis, questionnaire survey and statistical analysis, the paper discusses the dynamic construction process of innkeepers' identity in the context of the "self" and the "other" horizon;.Synchronic perspective of representation mechanism of the four dimensions of identity:cognition, emotion, identity evaluation and behavioral intention. The influence factors of identity from social demographic properties and other attributes.And the feedback mechanism of identity on the basis of innkeeper themselves, inn industry and tourism destination. Finally the paper enrich the identity theory theoretically, deepening the essential connotation, formation mechanism and function mechanism of identity; putting forward constructive suggestions for sustainable development of the inn industry in Yangshuo, at the same time benefit for the orderly development of destination in practice.The following conclusions are drawn from the research of this paper:First of all, the construction of innkeepers'identity has experienced a dynamic, interactive process under the combined effect of "self and "others". "Self field reflected in the escape of modernity, the essence of the seeking of "self identity is to pursue life style and way of life; construction mechanism of identity based on "other" fields mainly by comparing the interaction between different stakeholder groups including tourists, local residents, other foreign operators, landlords and the government in the context of tourism.The construction of innkeeper's identity has experienced identity expectations before the opening of the inn, identity officially formed after the operating of inn, reflections on the identity, the reinforcement/identity failed after a stable operation of inn under the joint action of the "self and "other".Secondly, synchronic perspective of Yangshuo innkeepers'identity can be analyzed from four dimensions:cognition, emotion, identity evaluation and behavioral intention. With the exploration of qualitative text and questionnaire factor analysis, cognition dimension includes freelancer, semi-freelancer and innkeeper. The emotion attribute exist positive and negative states, positive emotion reflected in preference (preferring the inn industry, preferring communicating with other innkeepers), sense of pride, realization of the life value, negative emotion concentrated find expression in a kind of tired after the novelty of sense. The evaluation of identity reflected in harvest during operating the inn and assessment of the inn industry, harvest during operating involved four aspects:growth of knowledge, make friends, the painstaking process, limited economic profit; Assessment of the inn industry reflected in the contribution of the inn industry on development of tourism in Yangshuo, including accommodation, promoting consumption, and maintenance of Yangshuo tourism image. Behavior intention mainly thinks about if the innkeeper is willing to continue their identity, if there will be a detailed planning of the future development of inn etc.Thirdly, by using one-way ANOVA in SPSS, P values less than 0.05 indicates significant influence, the paper shows that average monthly income, family structure and length of stay in Yangshuo (including relocation of their family, returning to Yangshuo after a span, a short stay and the other four options) are the main influencing factors of innkeepers'identity. Cultural level, occupation before operating the inn, time spend in Yangshuo, communication with local residents/other innkeepers, family members in Yangshuo, expectations before operating the inn(including freedom, leisure, random, preference and other five items), and the cause of operating the inn (including recommendation of friends, tired of the previous work, by chance, love Yangshuo and other five items) are the secondary factors. The age of innkeeper is the tertiary influencing factors. The sex has little influence on innkeepers' identity. In addition,the interview data further show that the character of innkeeper, the cognition and grasp of the inn market rules, social interaction and so on are the main factors of shaping innkeepers'identity.Finally, the three aspects of impacton innkeepers' identity mainly act on innkeeper themselves, the inn industry, and tourism destination. For innkeeper, impact mainly reflected in the making of "home" and the escaping of "homelessness".As for the inn industry, effect mainly reflected in the product structure adjustment and enhancing quality of service by promoting the image, product positioning and future planning of their inn.From a macro perspective, effecton tourism destination mainly reflected in the role and function that the innkeeper played in the tourism development of Yangshuo; from the micro perspective, the main performance is the influence of innkeeper to "people" (including tourists and residents of destination) and "objects" (including landscape change and sign change) of the destination stakeholder pattern.