Research On The Influence Of Community Relationship On Residents’ Support In Tourism Development Of Characteristic Towns

Characteristic town is a comprehensive development project with clear industrial positioning,cultural connotation,tourism characteristics and community functions,which is built on a certain characteristic industry and characteristic environmental factors.It is also a new tourism development mode.With the rise and rapid development of characteristic towns,some problems have emerged gradually.How to achieve sustainable development has become an urgent focus.As one of the interest groups,local residents’ perception of tourism impact and behavior attitude have a very important impact on the development and management of Characteristic Towns and the development of tourism industry.Therefore,this paper chooses the residents’ support in tourism development as the perspective of this paper.Residents perceive the positive and negative effects of tourism through the social network of the community,and there are many factors that affect residents’ perception,which have been discussed in many studies,involving material,emotional,trust,rights and other social relations.In addition to the interaction among residents,government,developers and tourists,the elements of social relations also include the elements of community internal relations.However,at present,most of the domestic researches focus on the interaction between community residents and other tourism stakeholders.However,there are relatively few researches on the relationship network and social structure of the destination community itself,and some related researches are mainly concentrated on some tourism villages and ancient villages.Therefore,this paper selects the first historical classic characteristic town rated 4A scenic spot in Zhejiang Province-Longwu tea town is a case study to further explore and study the impact of community relations on Residents’ perception of tourism impact and support,so as to provide some suggestions and strategies for the sustainable development of tourism in characteristic towns.Longwu tea Town,located in the main urban area of Hangzhou,is a pan tourism town,which is representative in the tourism development of Characteristic Towns in China.Based on the attribute of "social network embeddedness" in the development of tourism industry,this paper discusses the influence mechanism of residents’ support from two dimensions of human land and interpersonal relationship in community relations.First of all,this paper summarizes and analyzes the relevant research of characteristic town,community relationship,impact perception and support degree,and constructs the conceptual model of "community human land interpersonal relationship tourism perception support attitude" based on social exchange theory,local sense theory,social capital theory,and puts forward research hypotheses.According to the measurement standards of the existing mature literature,combined with the actual needs,design the measurement questionnaire of community relationship,tourism perception and support.Secondly,it expounds the changes of environment,economy,culture and tourism in the development of Longwu tea town as well as the influence on the connection degree of people,land and interpersonal relationship.Affected by the epidemic situation,the real and effective data were collected through the wechat group of villagers in each village of Longwu tea town.SPSS,Amos software and SEM are used to verify the research hypothesis and conceptual model,and the following conclusions are drawn: five of the seven hypotheses are valid,which are positive influence of residents’ perception of tourism development income on their support attitude,negative influence of cost perception on their support attitude,positive influence of good community human land relationship on Residents’ perception of tourism development income Good community interpersonal relationship has a positive impact on Residents’ perception of tourism development benefits,and community interpersonal relationship has a positive impact on human land relationship.Among them,two hypotheses(a good community interpersonal relationship negatively affects residents’ perception of tourism development cost,a good community human land relationship negatively affects residents’ perception of tourism development cost)have not been verified.Finally,the paper analyzes and summarizes the results of the hypothesis,and puts forward some suggestions and strategies to improve the residents’ support and the tourism development of characteristic towns.