Exploring How The Psychological Resilience Of Residents Of Tourist Towns Affected Brand Ambassador Behavior In The Post-pandemic Era

Since the outbreak of COVID-19 pandemic,the tourism industry has been greatly affected.Some tourism enterprises have closed down and tourist attractions often suspend operations.Many tourism workers have lost their jobs as a result,and their confidence in tourism development has weakened.As the pandemic prevention and control has entered a new stage,how to quickly revive tourism in the post-pandemic era has become a hot topic.Tourist towns not only have unique resource advantages,but also provide abundant employment opportunities for local residents.In the context of COVID-19 pandemic,local residents engaged in tourism are inevitably affected to some extent,and their psychological state deserves attention.Moreover,the recovery and development of tourist towns cannot be achieved without the support of local residents.Therefore,it is of theoretical and practical significance to study the influence of residents’ psychological resilience on their behavioral willingness to participate in the development of tourism brands.This paper reviews relevant research status at home and abroad,takes psychological resilience,resident-tourist interaction,destination brand ambassador behavior,and cognitive reappraisal as research variables,determines the conceptual connotation and dimension measurement of each variable through literature review,and builds a theoretical model of psychological resilience,resident-tourist interaction,cognitive reappraisal,and destination brand ambassador behavior under the guidance of positive organizational behavior.To explore how residents’ psychological resilience affects their behavioral intention to participate in tourism brand construction.In this paper,residents engaged in tourism in the tourist town of Guyan Painting Town are taken as the research object,and the research method of questionnaire survey is adopted to investigate the residents of Guyan Painting Town.Domestic and foreign maturity scales of various variables are sorted out,and questionnaires are designed according to the research needs.Questionnaires were distributed and collected offline,and 194 valid questionnaires were retained after strict screening.After that,descriptive statistical analysis,common method deviation test,multicollinearity test,reliability and validity test,normality test,and variance analysis were carried out with the help of SPSS22.0 and Mplus7.4 statistical analysis software,and the structural equation model fitting degree and hypothesis path were tested.The results show that(1)the psychological resilience of residents has a positive effect on destination brand ambassador behavior;(2)psychological resilience has a positive effect on residenttourist interaction;(3)resident-tourist interaction has a positive effect on destination brand ambassador behavior;(4)resident-tourist interaction plays a complete mediating role between psychological resilience and destination brand ambassador behavior;(5)cognitive reappraisal moderates the relationship between psychological resilience and residenttourist interaction,and can promote the mediating effect of resident-tourist interaction.Finally,based on the above analysis results,this paper puts forward targeted countermeasures and suggestions,such as improving residents’ positive coping ability,properly promoting the interaction between residents and tourists,guiding residents’ emotional regulation strategies,and establishing residents’ brand ambassador image.In the post-pandemic era,tourism managers should attach importance to the important status of residents and give full play to the important role of residents in tourism brand building.They should not only train residents to become destination brand ambassadors,but also pay attention to the psychological state and emotional events of residents affected by the pandemic.