居民与社区关系视角下台湾居民对大陆赴台旅游支持度研究

doi:10.18402/resci.2019.05.11

Abstract

Abstract:

Since the official opening of mainland residents’ travel to Taiwan in 2008, the mainland of China has gradually become an important tourist source market of Taiwan. The support of residents in Taiwan will not only affect the perception and satisfaction of mainland tourists, but also largely influence the tourism market policy between mainland and Taiwan, thus affect the normal communication between the two sides. It is of great academic value and important practical significance to understand Taiwan residents' support of mainland tourists to Taiwan. To reveal the impact of destination residents’ attitude to tourism development, this research built a structural equation model between community attachment, community concern, residents’ perceived benefit, residents’ perceived cost, and support of tourism based on social exchange theory. An on-site questionnaire survey was used to collect data. After excluding incomplete and unusable responses, a total of 341 usable questionnaires were retained for the analysis in SPSS23.0 and AMOS 20. The results of the study indicate that residents’ perceived benefit, perceived cost of tourism, and community concern were positively associated with their support of tourism. Community concern had both direct and indirect effects on attitude and it also affected tourism support attitude through perceived benefit. Community attachment had negative effect on tourism support attitude through perceived benefit. The interaction between community attachment and community concern did not positively affect their support. The relationship between Taiwan residents and community had both direct and indirect impacts on tourism development support. Tourism related policy attaches great importance to the protection of residents and community relations, and actively improve the residents’ participation in tourism development. Tourism managers can improve residents’ support for tourism development by improving the relationship between residents and communities. With increased awareness of the positive role of mainland’s tourism to Taiwan in regards to employment opportunities of ordinary people and youth, development space of Taiwan travel agencies and related industries, protection and revitalization of local culture, stimulating community vitality, optimizing infrastructure development, and other positive effects, support of Taiwan residents for mainland’s tourism may increase. Efforts should be made to expand Taiwan residents’ participation in order to further their understanding of and support to cross-strait economic and social developments.

Key words: relationship between resident and community, tourism support, influencing factors, community attachment, community concern

Yiyi JIANG, Zhongjuan JI, Ting XIE. Attitude of Taiwan residents towards tourism from China’s mainland[J].Resources Science, 2019, 41(5): 943-954.

Figures/Tables 11

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县/市	问卷发放地点
台北市	师大夜市、信义商圈、台北火车站附近
高雄市	高雄火车站附近、高雄驳二艺术特区
台北县	九份、野柳地质公园
新北县	板桥夜市
桃园县	桃园火车站附近
台中县	台中火车站附近、忠孝夜市
台南市	安平古堡、安平树屋
苗栗县	苗栗火车站附近
彰化县	彰化火车站附近
南投县	日月潭景区
云林县	云林火车站附近
嘉义县	阿里山景区
屏东县	垦丁夜市
花莲县	七星潭、太鲁阁
新竹县	内弯老街
宜兰县	几米广场
台东县	伯朗大道、三仙台

项目	类别	有效百分比//%	项目	类别	有效百分比/%
性别	男	53.6	学历	初中及以下	2.1
性别	女	46.4		高中、高职	26.8
年龄/岁	≤ 18	0.9		大学、专科	53.9
	19~23	16.5	研究生及以上		17.3
	24~29	20.9	月净收入/万新台币	无收入	8.1
	30~39	28.2		≤ 2	16.1
	40~55	27.9		2~3（含）	21.8
	56~65	4.1		3~5（含）	29.3
	≥ 66	1.5		5~7（含）	12.2
婚姻状况	已婚	44.5		7~10（含）	7.5
婚姻状况	未婚	55.5	>10		5.1
职业	军人、公务员、教师	11.6	是否接触过大陆游客	是	80.9
	农林渔牧	0.9	是否接触过大陆游客	否	19.1
	工商业	19.3	每月与大陆游客互动频率/次	0~1	29.2
	家庭主妇	5.6		2~5	39.8
	服务业	44.8		6~10	8.6
	退休人员	1.2		11~20	5.3
	学生	10.1		21~30	6.2
	其他	6.5		≥ 31	10.9

潜变量	校正的项总相关系数	Cronbach’s α
社区依恋	0.574	0.801
	0.591
	0.592
社区关注	0.562	0.835
	0.697
	0.725
	0.681
获益感知	0.681	0.851
	0.761
	0.734
	0.590
成本感知	0.542	0.842
	0.766
	0.769
	0.644
支持度	0.801	0.880
	0.826
	0.683

潜变量	变量名	测量题项	标准化因子载荷	累计方差贡献率/%
获益感知	TB1	增加了当地居民的就业机会	0.759	27.206
	TB2	促进了当地经济的发展	0.837
	TB3	提高了当地居民的经济收入	0.834
	TB4	提高了当地的知名度	0.645
成本感知	TC1	当地的优良传统受到不良冲击	0.600	46.532
	TC2	旅游业直接或间接破坏了自然环境	0.851
	TC3	旅游业加速了旅游业对环境的污染	0.873
	TC4	旅游业造成本地的交通拥挤问题	0.645
社区关注	CC1	我关心当地自然环境的保护	0.586	60.003
	CC2	我关心旅游发展对当地的影响	0.713
	CC3	我关心当地的经济发展动向	0.866
	CC4	我关心当地公共设施的建设	0.817
社区依恋	CA1	跟其他地区相比,我更喜欢当地的自然环境	0.544	66.590
	CA2	跟其他地区相比,我更愿意居住在当地	0.884
	CA3	当地对我成长的意义重大	0.563
支持度	TS1	我支持大陆游客来台湾旅游	0.889	71.101
	TS2	政府应鼓励大陆游客来台湾旅游	0.926
	TS3	大陆游客对台湾旅游业发展有积极影响	0.724

潜变量	变量名	t值	组合信度
社区依恋	CA1	7.815	0.886
	CA2	8.464
	CA3	-
社区关注	CC1	10.325	0.835
	CC2	13.140
	CC3	17.702
	CC4	-
获益感知	TB1	-	0.854
	TB2	15.330
	TB3	15.305
	TB4	11.566
成本感知	TC1	10.142	0.837
	TC2	14.094
	TC3	15.409
	TC4	-
支持度	TS1	-	0.712
	TS2	23.927
	TS3	16.005

Attitude of Taiwan residents towards tourism from China’s mainland

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潜变量	支持度（TS）	成本感知（TC）	获益感知（TB）	社区关注（CC）	社区依恋（CA）
支持度（TS）	1.000
成本感知（TC）	0.418	1.000
获益感知（TB）	0.730	0.153	1.000
社区关注（CC）	0.237	-0.007	0.118	1.000
社区依恋（CA）	0.058	-0.056	-0.042	0.609	1.000
平均提炼方差（AVE）	0.724	0.566	0.597	0.567	0.465

假设路径	标准化回归系数	t值	假设
H1：获益感知→支持度	0.684	11.827**	成立
H2：成本感知→支持度	0.339	7.123**	成立
H3：社区依恋→获益感知	-0.186	-2.066*	成立
H4：社区依恋→成本感知	-0.096	-1.080	不成立
H5：社区依恋→支持度	0.012	0.187	不成立
H6：社区关注→获益感知	0.232	2.664*	成立
H7：社区关注→成本感知	0.056	0.652	不成立
H8：社区关注→支持度	0.157	2.544*	成立

路径	直接效应	间接效应	总效应
社区依恋→支持度		-0.148	-0.148
社区关注→支持度	0.211	0.124	0.335

路径	变量关系	非标准化回归系数	标准差	Sobel检验	Aroian检验	Goodman检验
社区依恋→获益感知→支持度	CA→TB TB→TS	-0.259 0.764	0.125 0.065	-2.041*	-2.033*	-2.048*
社区关注→获益感知→支持度	CC→TB TB→TS	0.280 0.764	0.105 0.065	2.600**	2.592**	2.610**

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