The Willingness of Community Residents to Participate in the Value Co-creation of Forest Tourism from the Perspective of Subjective Perception
⑴ Background——In the context of social and economic progress and increasing awareness of environmen-tal protection,forest tourism has received more and more attention.Despite the rapid development of forest tourism in China,it still faces challenges such as personnel shortage,inadequate infrastructure and limited product diversity.Therefore,the participation of community residents is essential to promote the sustainable de-velopment of forest tourism.⑵ Methods——The research data came from the research group's questionnaire survey of the community residents in 8 towns around Wuyishan National Park from September 2022 to July 2023,and a total of 1002 val-id questionnaires were obtained.Then,cloud model,heterogeneity analysis and qualitative comparative analysis were used to analyze the influencing factors and conditions of the community residents'willingness to participate in the value co-creation of forest tourism.⑶ Results——First,the community residents had a complicated cognition about forest tourism.They rec-ognized the positive impact of forest tourism on the economic development of rural communities,but also ex-pressed concerns about the possible negative ecological impacts,such as the destruction of traditional culture and the encroachment of farmland.Second,there was heterogeneity in the willingness of the community residents to participate in the value co-creation of forest tourism.In families with relatives and friends involved in forest tourism projects or with village cadres,the willingness of the community residents to participate was often signifi-cantly negatively affected.However,larger cultivated land area and housing area had significant,although rela-tively small,positive effects on the willingness of the community residents to participate in the value co-creation of forest tourism.Third,there were three driving paths for the community residents to participate in the value co-creation of forest tourism:the neighborhood relationship and education level played a core role;the neighborhood relationship and cultivated land area played the core role,and the education level played the auxiliary role;the education level and housing area played a core role.In these three driving paths,higher education level and good neighborhood relations were conducive to enhancing the willingness of community residents to participate in the value co-creation of forest tourism.⑷ Conclusions and Discussions——The development of forest tourism is a comprehensive plan,and it is very important to balance the positive and negative external effects of forest tourism.First,the government should limit excessive development through legislation and policy guidance,while protecting the ecological envi-ronment and traditional culture.The government should provide opportunities for education and training for the community residents to improve their literacy.Strengthen the publicity and education of forest tourism in order to enhance the understanding,recognition and support of the community residents for the value co-creation of forest tourism.Second,the community should actively participate in the planning and management of forest tourism,including project selection,design,operation and supervision,and ensure the broad participation of the com-munity residents in the decision-making process.The community should be committed to establishing and main-taining good neighborhood relations,forming a supportive,mutual help and harmonious community atmosphere,so as to enhance community cohesion.Third,the community residents,as the direct participants and beneficia-ries of forest tourism,should also actively participate in the planning and management of forest tourism.
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