Grateful for the Benefits?The Mechanism of Perceived Benefits of Tourism on Community Citizenship Behavior in Rural Tourism
Community citizenship behavior in rural tourism plays an important role in strengthening the results of community governance,shaping good tourist experience and showing good rural spiritual civilization.Drawing on the social exchange theory,the study took Zhaoxing Dong Village as a case study,with the residents of rural tourism destinations serving as the research subjects,to establish two separate influencing paths for the community and tourists:residents'identification with the community and residents'gratitude towards tourists.The aim is to explore the predictors of multi-dimensional community citizenship behavior.The results show that:(1)Perceived benefits of tourism can promote residents'community identification,gratitude and community citizenship behavior;(2)Residents'community identification and gratitude are effective ways between perceived benefits of tourism and community citizenship behavior;(3)Community identification and gratitude partially mediate the relationship between perceived benefits of tourism and community citizenship behavior in rural tourism.Theoretical and practical significance for marketing management and community governance in rural tourism destinations are discussed.
community citizenship behaviorcommunity identificationgratitudeperceived benefits of tourismrural tourism
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