Research On The Cultural Identity And Tourism Attitude Of Residents In Zhangguying Village

As a living carrier for the continuation of the history and culture of the Chinese nation,traditional villages have unique advantages in the development of rural tourism,and traditional village residents have increasingly become the main body of village cultural protection and inheritance and tourism development,and residents’ sense of village cultural identity will play an important role in cultural protection and inheritance and tourism development.At present,there are many studies on the protection,development and utilization of traditional villages,but there are few studies on the relationship between residents’ cultural identity and tourism attitudes.Therefore,this study studies the cultural identity and tourism attitude of Zhangguying Village residents from the perspective of traditional village residents.Based on the theory of cultural identity and social exchange,taking Zhangguying Village in Yueyang City as a case study,this paper systematically sorts out the research progress of traditional villages,cultural identity,residents’ perception,tourism attitude and other literature at home and abroad,takes Zhangguying Village in Yueyang City as a case study,conducts field research by designing a questionnaire,and statistically analyzes the cultural identity and tourism attitude of residents of Zhangguying Village with the help of SPSS26.0 software,and draws the main conclusions as follows:(1)Zhangguying Village has a long history and rich and unique cultural connotation,mainly including material culture and traditional skills such as ecological environment,traditional architecture,feng shui culture,farming culture,food culture,folk art,folk culture,behavioral norms,values,historical memory,lifestyle and other intangible culture.(2)Residents’ sense of village cultural identity and tourism attitude is generally good,among which the sense of village material cultural identity is the highest,followed by the sense of intangible culture.In the sense of material and cultural identity,the perception of traditional architecture,ecological environment,food culture and farming culture is very high,but few people know about Feng Shui culture.In the sense of intangible cultural identity,the perception of village folk culture,values,historical memory and lifestyle is high,but the perception of behavior norms,traditional skills and folk art is low;In tourism attitude,residents have a high degree of positive influence on tourism development,promotion of cultural heritage and support for tourism.(3)There is no significant difference between the gender and origin of residence and cultural identity and tourism attitude,while there is a significant difference between the age,education,residence time,work,monthly income and cultural identity and tourism attitude of residents,that is,the older the residents,the higher the education,the longer the stay,the higher the income(mainly between 1000-5000 yuan)and the more they recognize the village culture,the stronger the support for tourism development.(4)There are four relationships between residents’ sense of cultural identity and tourism attitude,which are specifically manifested as:1)residents with a strong sense of cultural identity in villages are active supporters of culture,hoping to promote cultural development through tourism,so they have a positive attitude of support for tourism development;On the other hand,residents with a strong sense of cultural identity in villages are also the retainers of traditional culture,and they are worried about the impact and destruction of culture,so they have a negative attitude towards tourism development;2)Residents with a weak sense of cultural identity in villages are inactive participants in tourism development,so they have a negative attitude towards tourism development;On the other hand,residents with a weak sense of cultural identity in villages are also yearning for tourism development,so they have a positive attitude of supporting tourism development.In view of the above survey results,this paper proposes to inherit village culture in an innovative way and improve residents’ cultural identity.Relying on village cultural resources,carry out rational and protective development of village tourism;Based on the theory of social exchange,gradually establish a fair and reasonable mechanism for residents’ participation in tourism development and other countermeasures and suggestions.