居民与社区关系视角下台湾居民对大陆赴台旅游支持度研究

为揭示社区居民旅游支持度及影响机理,本文基于社会交换理论,构建了社区依恋、社区关注、旅游获益感知、旅游成本感知和旅游支持度5个要素组成的概念模型,采用现场问卷调查法就台湾地区居民对大陆游客赴台旅游的支持度进行了调研,并运用结构方程模型对341份有效问卷进行了数据分析。研究发现：台湾地区居民的获益感知和成本感知对大陆赴台旅游的支持度会产生直接的正向影响;社区关注不仅直接正向影响居民旅游支持度,同时还会通过获益感知间接正向影响居民旅游支持度;社区依恋会通过获益感知间接负向影响支持度;社区依恋和社区关注之间的交互作用并没有对支持度产生影响。台湾居民与社区的关系对旅游地居民的旅游支持度既有直接影响也有间接影响,旅游地相关政策制定需重视维护居民与社区关系,并积极提高居民在旅游发展中的参与度,通过保障和协调居民—社区关系提高居民对旅游发展的支持度。

Attitude of Taiwan residents towards tourism from China’s mainland

Since the official opening of mainland residents’ travel to Taiwan in 2008, the mainland of China has gradually become an important tourist source market of Taiwan. The support of residents in Taiwan will not only affect the perception and satisfaction of mainland tourists, but also largely influence the tourism market policy between mainland and Taiwan, thus affect the normal communication between the two sides. It is of great academic value and important practical significance to understand Taiwan residents' support of mainland tourists to Taiwan. To reveal the impact of destination residents’ attitude to tourism development, this research built a structural equation model between community attachment, community concern, residents’ perceived benefit, residents’ perceived cost, and support of tourism based on social exchange theory. An on-site questionnaire survey was used to collect data. After excluding incomplete and unusable responses, a total of 341 usable questionnaires were retained for the analysis in SPSS23.0 and AMOS 20. The results of the study indicate that residents’ perceived benefit, perceived cost of tourism, and community concern were positively associated with their support of tourism. Community concern had both direct and indirect effects on attitude and it also affected tourism support attitude through perceived benefit. Community attachment had negative effect on tourism support attitude through perceived benefit. The interaction between community attachment and community concern did not positively affect their support. The relationship between Taiwan residents and community had both direct and indirect impacts on tourism development support. Tourism related policy attaches great importance to the protection of residents and community relations, and actively improve the residents’ participation in tourism development. Tourism managers can improve residents’ support for tourism development by improving the relationship between residents and communities. With increased awareness of the positive role of mainland’s tourism to Taiwan in regards to employment opportunities of ordinary people and youth, development space of Taiwan travel agencies and related industries, protection and revitalization of local culture, stimulating community vitality, optimizing infrastructure development, and other positive effects, support of Taiwan residents for mainland’s tourism may increase. Efforts should be made to expand Taiwan residents’ participation in order to further their understanding of and support to cross-strait economic and social developments.