Perception of placeness,place identity and hospitable behaviour-A case of ecological migrants in Ooluguya township,Inner Mongolia
Promoting the high-quality development of tourism industry in ecological migrant areas is an important way to consolidate the effectiveness of poverty alleviation and achieve the goal of rural revitalization strategy.Improving the willingness of migrants'hospitable behaviour is of great significance in constructing the image of friendly tourism destination.Taking the Ooluguya Ewenki Ethnic Township in Hulunbeier,Inner Mongolia,as a case,structural equation modelling was used to explore the relationship between migrants'placeness perception,place identity and hospitable behaviour.The study found that:1)Immigrants'placeness perception can significantly enhance their place identity,but there are differences in the perception factors.2)Immigrants'place emotional identity and intention identity can significantly enhance their willingness to behave hospitably,and the place cognitive identity does not have a significant positive effect on the willingness to behave hospitably,but it can be mediated through the place emotional identity and the intention identity to positively enhance the willingness to behave hospitably.3)Migrants'perception of placeness can directly and significantly enhance hospitality intention,and it can also indirectly and positively enhance hospitality intention through the intermediary of place emotion identity and intention identity.The study reveals the mechanism in the relationship between the ecological migrants'perception-identity-hospitality behaviour,and the results provide theoretical reference for understanding the psychology of migrants in ecological migration zones,establishing place identity and willingness to engage in hospitality behaviors,as well as providing reference for the construction of friendly host-guest relationship and tourism development in other ecological migration zones.
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