基于TPB的古村落居民参与旅游发展行为意向研究——以常宁市中田村为例

Study on Behavior Intention of Ancient Village Residents Participating in Tourism Development Based on TPB—Taking Zhongtian Village of Changning City as an Example

摘要: 基于计划行为理论，构建中田村居民参与旅游发展的态度、主观规范、认知行为控制及人格特质等四个变量，对影响中田村居民参与当地旅游发展的因素进行探讨。研究表明，居民参与旅游发展的意向受到周围参照群体、获取利益的可能性、参与发展旅游的能力等有关因素的影响。据此提出加强政府主导作用、广泛宣传教育引导、充分调动居民积极性、切实提高居民的经济收益等对策措施，为合理规划开发古村落旅游提供参考，同时也能更好的激发当地居民参与旅游发展的热情，推动古村落的保护和旅游可持续发展。

Abstract: Based on the theory of planned behavior, this paper constructs four variables: attitude, subjective norms, cognitive behavior control and personality traits of Zhongtian villagers to participate in tourism development, and explores the factors affecting Zhongtian villagers’ participation in local tourism development. The research shows that the intention of residents to participate in tourism development is influenced by the surrounding reference groups, the possibility of obtaining bene-fits, and the ability to participate in tourism development. Based on this, the paper puts forward some countermeasures, such as strengthening the leading role of the government, widely publi-cizing, educating and guiding, fully mobilizing the enthusiasm of the residents, and earnestly im-proving the economic benefits of the residents, so as to provide a reference for the local government to plan and develop the tourism of ancient villages rationally; at the same time, it can better stimulate the enthusiasm of the local residents to participate in the tourism development, and promote the protection of ancient villages and the sustainable development of tourism.