A Study On The Impact Of Tourism Perception,organizational Commitment And Tourism Development Support Relationship Among Residents Of Zhaoxing Dong Village,Guizhou

For the past few years,A new tourism model is now being used to promote the development of cultural and tourism integration.Since its development in the 1990 s,Guizhou’s ethnic villages have gradually taken centre stage in the entire Guizhou tourism market.In particular,the Xijiang Thousand Household Miao Village and Liping Zhao Xing Dong Village are typical representatives.In the course of their development,ethnic villages in Guizhou have gradually expanded in size,and although they have led to the economic development of the ethnic village areas,commercialisation and environmental problems have also emerged at the same time.As the most frequent and intimate contact with tourists,residents can perceive the advantages and disadvantages of tourism development and make their own judgments,attitudes and behaviours towards tourism development with their emotions,subjective wishes and evaluations.Therefore,understanding the relationship between residents’ perceptions of tourism,organisational commitment and tourism development behaviour in ethnic villages can help to clearly understand the local residents’ feelings towards tourism and their attitudes towards tourism development,not only to safeguard the rights and interests of the residents of ethnic villages,but also to achieve sustainable development of tourism.In recent years,as a typical ethnic village in Guizhou,the Dong Village in Liping has become the focus of national and even global attention due to its rich and unique Dong ethnic cultural resources,and tourism has been developed rapidly.Based on the "cognitive-emotional-intentional" theory,this study investigates the relationship between residents’ perceptions of tourism,organisational commitment and support for tourism development.The research hypothesis and model were constructed on the basis of field research and literature reading;then SPSS23.0 was used to analyse the reliability of the questionnaire data and AMOS23.0 was used to verify the hypothesis model.the results.The findings of the study are as follows:(1)The perception of benefits by the residents of Zhao Xing Dong village has a significant positive effect on support for tourism development,and the perception of costs has a significant negative effect on support for tourism development;(2)The perceived benefits of the residents of Zhao Xing Dong Village have a positive and significant impact on organisational commitment;(3)Organisational commitment has a positive and significant impact on tourism development support;(4)Organisational commitment has a partial mediating role between the perceived benefits of the residents and tourism development support;According to the research hypotheses,combined with the contents of the household interviews,constructive suggestions for the sustainable development of tourism in Zhaoxing Dong Village in Guizhou are proposed in four aspects: Firstly,to enhance residents’ perception of benefits and reduce their perception of costs;secondly,to increase financial investment and provide training in tourism services;thirdly,to highlight the culture of Dong Village and enrich tourism;fourthly,to cultivate the emotional cohesion of local residents and enhance their organisational commitment;fifthly,to change the government management mode and lead by market demand.