文化遗产旅游地社会嵌入对社区居民亲旅游行为影响研究——基于澳门地区历史城区的实证考察

The Influence of Social Embeddedness on Pro-Tourism Behavior of Community Residents in Cultural Heritage Tourist Destinations——An Empirical Study Based on the Historic Center of Macao region

从嵌入性理论视角,引入文化依恋、角色认同和获益感知三个变量,构建社会嵌入对文化遗产旅游地社区居民亲旅游行为影响的结构方程模型。以澳门地区历史城区为案例地,基于402份有效问卷,运用偏最小二乘法对假设进行检验。结果表明:文化遗产旅游地社会嵌入对社区居民文化依恋、文化依恋对角色认同、角色认同对亲旅游行为皆具有显著的正向影响,文化依恋和角色认同在社会嵌入与亲旅游行为间起到链式中介作用,获益感知在文化依恋与亲旅游行为、角色认同与亲旅游行为之间起正向调节作用。社区居民是文化遗产地旅游开发的主要参与者与受益者,应注重社区共同体的构建,营造有活力的文化环境,帮助居民从旅游发展中获益,增强居民对社区发展旅游业的信心,以实现文化遗产与旅游的深度融合与双向赋能。

Community residents constitute an integral component of cultural heritage sites.Their pro-tourism conduct not only influences tourists’perceptions and experiences but is also a crucial precursor to the sustainable advancement of local tourism.The extant literature on residents’attitudes toward the development of cultural heritage tourism is frequently constrained by an economic rationality perspective,with scant attention paid to the local socio-cultural environment.The social embeddedness theory posits that individual economic and social behaviors are situated within social networks and shaped by social relations.This provides a novel lens through which to examine the rationale behind residents’actions during the development of tourism in cultural heritage sites.In accordance with this theory,the study introduces three variables—cultural attachment,role identity,and benefit perception—to construct a research model of the impact of different types of social embedding on the pro-tourism behaviors of community residents in cultural heritage tourism sites.In consideration of the case’s typicality and suitability,the Historic Centre of Macao region was selected as the case site,and local community residents were utilized as survey respondents.The hypotheses were tested using the partial least squares method based on 402 valid questionnaires.The findings are as follows:social embeddedness has a significant positive effect on cultural attachment,which in turn has a significant positive effect on role identity.Role identity,in turn,has a significant positive effect on pro-tourism behaviors of community residents in cultural heritage tourism destinations.Cultural attachment and role identity function as chain mediators between social embeddedness and pro-tourism behaviors.Additionally,benefit perception exerts a positive moderating influence between cultural attachment and pro-tourism behaviors,as well as between role identity and pro-tourism behaviors.The study demonstrates that social embeddedness exerts a multifaceted and profound influence on the formation of emotional and identity constructs among community residents in cultural heritage tourism settings.It encourages residents to perceive the local culture in a positive light,facilitates the formation of their identities through social interactions,and reinforces their sense of responsibility and commitment to safeguarding community cultural resources and supporting the modernization and development of the community.The study demonstrates the influence of the community cultural environment and social network on residents’cognition and behaviors.Additionally,it substantiates the assertion that the prospect of benefiting from tourism development is a pivotal motivator for community residents to engage in supportive behaviors pertaining to tourism development.In conclusion,it can be stated that the residents of the community are the primary participants and beneficiaries of the development of tourism in cultural heritage sites.It is essential to recognize the subjective role of community residents and to implement strategies that facilitate their active participation in the construction of a healthy and vibrant cultural environment.This will ensure that residents can benefit from tourism development and enhance their confidence in the growth of tourism in their community.This will facilitate the comprehensive integration of cultural heritage and tourism,as well as two-way empowerment.The findings contribute to the existing body of research on the pro-tourism behaviors of residents in tourist destinations,offering valuable insights for governments and managers of cultural heritage sites in the formulation of tourism development strategies.Furthermore,the findings have implications for the sustainable development of cultural heritage sites and the enhancement of residents’well-being.