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 Macau
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 Macau 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.
Cultural heritage tourismSocial embeddednessCultural attachmentCommunity involvementPro-tourism behavior
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