Residents’ Intention To Invite Tourism In Areas With Historical And Cultural Features

With the advent of the post epidemic era,the destinations for close and frequent trips are increasingly concentrated in urban neighborhoods,and the boundary between tourism and people’s daily lives is becoming increasingly blurred.The tourist space and the daily living space of residents are becoming increasingly integrated.The study of public spaces where hosts and guests are jointly shaped and shared is increasingly urgent.The historical and cultural landscape area located in the city is the main carrier of urban tourism.Local residents’ promotion of regional culture has become an important research content for tourists to understand the historical and cultural landscape area and enhance the tourism experience of the block.Based on the "identification process theory",this article explores how the four principles of continuity,uniqueness,self-esteem,and self-efficacy in the identification process affect individuals’ local identity,and whether local identity affects residents’ willingness to invite.Construct a research model of continuity,uniqueness,self-esteem,and self-efficacy → local identity → willingness to invite.This study takes the residents of the historical and cultural landscape area of Zhonglou Street in Taiyuan City as the research object,and combines questionnaires and literature research to explore the intensity and identification process of residents’ willingness to invite tourism,as well as the mechanism of local identification on residents’ willingness to invite tourism.Data collection was conducted through on-site questionnaire surveys,and a total of 160 questionnaires were collected from residents of Zhonglou Street.Finally,156 valid questionnaires were established through screening.By using SPSS and AMOS software to conduct deterministic factor analysis and structural equation model analysis on the structural equation model established in this study,the data results show that the model has a good fit,and its reliability and validity meet the standard.Except for the insignificant effect of uniqueness on local identity,continuity,self-esteem,and self-efficacy have a significant positive impact on local identity,and the assumption that local identity has a strong impact on invitation willingness is also supported.Research shows that in order to enhance residents’ willingness to invite tourists,the following management improvements should be made:(1)Granting "communicator" status to residents of tourist destinations.By endowing residents with important identities,residents can find a sense of participation in the process of urban tourism development and actively play their role;(2)Regularly provide local history and culture popularization education to residents.Distribute and publicize personalized brochures to nearby residents through community production;(3)Provide more developable opportunities for residents.Forming a virtuous cycle of retaining and inviting residents;(4)Bring cultural values into play in promoting business values.As a fundamental element,history and culture are not only the foundation for residents to be proud of,but also a special attraction for tourists to visit.Improving residents’ local identity with their place of residence will directly enhance residents’ willingness to invite relatives and friends to travel.