Influence of Traditional Ecological Awareness of Rural Households on Tourism Livelihood Options in Agricultural Heritage Sites
Tourism livelihood is an important way to transform the traditional livelihoods of rural households.Although tourism offers potential enhancements to traditional rural livelihoods,the mechanisms influencing rural households'endorsement of these alternatives remain poorly understood.Drawing on the"cognitive-emotional-intentional"relationship theory,this study develops a theoretical framework to explore the determinants of rural households'option for tourism livelihoods,with a focus on their traditional ecological awareness at agricultural heritage site.The study utilizes the China Nationally Important Agricultural Heritage System(China-NIAHS),the Guangdong Chaoan Fenghuangdancong Tea Cultural System as an empirical site.The analysis employs a mixed-method approach,combining partial least squares structural equation modelling(PLS-SEM)and fuzzy-set qualitative comparative analysis(fsQCA).The results reveal that:1)awareness of traditional ecological responsibilities and regulations enhances ecological emotions,thereby bolstering rural households'support for tourism-driven livelihoods;2)the type of livelihood moderates the influence of traditional ecological responsibilities and regulations through environmental emotions on this support;3)strategies for tourism livelihood exhibit diverse trends of risk aversion and differentiation among households,driven by variations in livelihood capital and preferences;4)the drivers of tourism livelihood options are multifaceted and interactive,with no single factor solely determining these decisions.This study advances the understanding of the complex interplay driving rural households'engagement in tourism livelihoods and offers significant theoretical and practical implications for fostering community support for tourism initiatives at agricultural heritage sites and other rural tourism destinations.
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