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Xia Wang ， Jinhe Zhang ， Xiao Gen Wu

Investigating influence factors of residents’ satisfaction with tourism development in poverty-stricken areas: A case study of five poor villages in china. Xia Wang ， Jinhe Zhang ， Xiao Gen Wu School of Geographic and Oceanographic Sciences, Nanjing University , China wangxia128@gmail.com.

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Xia Wang ， Jinhe Zhang ， Xiao Gen Wu

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  1. Investigating influence factors of residents’ satisfaction with tourism development in poverty-stricken areas: A case study of five poor villages in china Xia Wang ，Jinhe Zhang，Xiao Gen Wu School of Geographic and Oceanographic Sciences, Nanjing University, China wangxia128@gmail.com

  2. Acknowledgements The authors acknowledge the support provided by the National Natural Science Foundation of China (Grant No. 40901075).

  3. Contents ★Introduction ★Theoretical background ★RSTD model ★ Method ★　Results ★ Conclusions and discussions

  4. 1 Introduction • In tourism academia, the term ‘resident’ has been gaining increasing attention by many researchers, and most relevant research were concentrated on residents’ perception of tourism impacts, and residents attitudes towards tourism. Only limited research has been conducted to explore antecedent factors of residents’ satisfaction with tourism development (RSTD ). • Although the topic of RSTD has gained increasing concern, two deficiencies in the literature should be addressed.

  5. The first deficiency • (1) Although the topic of RSTD has gained increasing concern, few studies relating this issue have been conducted in the context of poverty-stricken areas. • According to the report of World Tourism Organization (2000, cited in Sofield, 2003), tourism has become one of the top three contributors to economic development in over 50% of the world’s poorest countries. • Compared with people in developed countries, the livelihoods of the poor are more closely related with tourism. Thus, it is of great significance to examine the influence factors of RSTD in poverty-stricken areas in order to accomplish the goal of reducing poverty.

  6. The second deficiency • Emerging research on RSTD undertaken almost exclusively on the relationship between ‘perceived tourism impacts’ and RSTD. • Few attempts have addressed to examine other potential influence factors such as residents’ participation in tourism development, distribution of personal benefits from tourism, residents’ expectations for tourism development, and community attachment. • The interrelationships between these constructs as well as their direct and indirect effects on RSTD are not yet unveiled. The lack of such literature limits the clear understanding of driving mechanism of RSTD in poor areas.

  7. Research purpose • (1) To develop an conceptual model of RSTD in poverty-stricken areas, and explore the influence factors generating RSTD by structural equation modeling approach. • (2) To use five poor villages in China as the empirical cases, and test the proposed model of RSTD in poverty-stricken areas by AMOS 17.0.

  8. Research context • This investigation of RSTD is conducted within the context of poverty-stricken areas. Report from International Fund for Agricultural Development (IFAD, 2001) indicated that 75% of the world’s poor live in rural areas. World Bank also mentioned that the majority of poor people reside in rural regions (Sarrasin, 2012). Thus, the framework of this paper was constructed under the rural background. • China is the largest developing country, with a huge area of poverty-stricken rural regions where there are over 100 million residents live below the poverty line (World Bank, 2009).At present, most of China’s poverty reduction program has focused on the poorest rural areas, and rural tourism development has been implemented as a policy method to activate rural economies.

  9. 0 30km 北 资 江 全州 浔 江 资源 湘 江 灌 江 龙胜 灵渠 青 狮 潭 灌阳 临桂 Guilin 临川 LI River 永福 恭城 阳朔 图例 旅游地 河 流 行政界线 平乐 桂 江 荔浦 Research context • In this research, five poor villages named Longwei, Xitang, Shuiyantou, Langshi, and Jinche, were chosen as RSTD empirical research sites. They are all located in Guilin city of Guangxi Zhuang Autonomous Region, China.

  10. Research context • First, according to the international poverty standard of US$1.25 of living expense per day, about 33 percent of households in the five villages live below the poverty line. • Second, measured by the Chinese national poverty line (RMB 2,300 per capita annual income), the annual revenues of residents in the five villages were all below this threshold in 2011, meeting the national authorities’ definition of poor. • Third, although the problem of poverty in the five villages is rampant, these regions are endowed with abundant rural natural resources, as well as splendid culture of ethnic minorities. To get rid of poverty, more than 60% local residents are involved in tourism and their quality of life is closed related with tourism. In view of the high dependence on tourism, these five villages were chosen as empirical study sites to ensure the representative of this study.

  11. 2 Theoretical framework • This paper is concerned with the influence factors of RSTD in poverty-stricken areas. Six influence factors of RSTD were selected based on the previous studies that have examined the predictors of RSTD. • While there is theoretical support for the above six influence factors of RSTD, no empirical study has so far tested these relationships in an integrated model.

  12. Perceived benefits of tourism development Residents’ participation in tourism development H1 + + Residents’ expectations for tourism development H3 H9 + Residents’ satisfaction with tourism development + H5 H7 _ + H8 Community attachment + H4 _ H10 _ H2 Distribution of personal benefits from tourism Perceived costs of tourism development H6 _ Figure 1 The Proposed Model of RSTD in Poverty-Stricken Areas

  13. 3 Constructs and hypotheses （1） Perceived benefits of tourism development • Development practice of tourism indicated that tourism can bring a wide range of benefits to community residents. Compared with those in developed regions, residents in poverty areas are more dependent on tourism industry and have a stronger perception of tourism benefits. Many studies invested the relationships between ‘perceived benefits of tourism development’ and ‘residents’ attitudes towards tourism’, as suggested that the former construct exercises a positive influence on the latter (Jurowski et al., 1997; Ko & Stewart, 2002; Gursoy et al., 2002). Perceived benefits of tourism development + Residents’ satisfaction with tourism development H1

  14. 3 Constructs and hypotheses （2） Perceived benefits of tourism development • The research has demonstrated that tourism has costs as well as benefits. Residents in poor regions are relatively close to the outside world; if the perceived costs of tourism development exceeded the social, environmental and psychological carrying capacity, people are more likely to hold unsatisfied attitudes towards tourism. The negative relationship between ‘perceived costs of tourism development’ and residents’ attitudes has been proved by Lankford (1996). _ H2 Perceived costs of tourism development Residents’ satisfaction with tourism development

  15. 3 Constructs and hypotheses （3） Residents’ participation in tourism development • Benefits to residents from tourism depend on whether they can participate effectively in the industry，this is especially the case in poor areas. However, decision-makers often tend to neglect local residents’ participation in tourism development (Murphy 1985; Teye, Sǒnmez, & Sirakaya, 2002. Due to the shortage of effective involvement and participation, poor residents are in a disadvantage position of benefits distribution from tourism development, which in turn makes them hold negative attitudes towards tourism (Bao & Sun, 2006). Residents’ participation in tourism development + Residents’ satisfaction with tourism development H3

  16. 3 Constructs and hypotheses （4） Distribution of personal benefits from tourism • Tourism is a labor intensive sector, and many tourism jobs are potentially quite accessible to the poor. This provides opportunities for residents in poor region to gain personal benefits from tourism. • According to the social exchange theory (Homans, 1961), the more personal benefits residents share from tourism, the more likely they are to perceive the positive tourism benefits and minimize the negative costs. This, in turn, is likely to mediate their satisfaction with tourism. Perceived benefits of tourism development Residents’ satisfaction with tourism development H5 + + H4 Perceived costs of tourism development _ H6 Distribution of personal benefits from tourism

  17. 3 Constructs and hypotheses （5） Residents’ expectations for tourism development • According to expectation-disconfirmation theory put forward by Oliver (1980), an individual’s satisfaction/dissatisfaction with an is a result of the comparison between one’s pre-expectations and his post-evaluation. If the actual performance is better than one’s expectations, he is likely to have a positive disconfirmation, and is highly satisfied. Many studies (e.g., Teye & & Leclerc, 1998; Liu, 2007; Wang, 2007) repeatedly found that satisfaction is well explained by expectations. Thus, this study applied this theory to examine how RSTD is negatively related with their expectations for the advantages resulted from tourism. _ Residents’ expectations for tourism development Residents’ satisfaction with tourism development H7

  18. 3 Constructs and hypotheses （6） Community attachment • Pan and Guan (1996) have identified community attachment as one of the major positive predictors of residents’ satisfaction with their community. Auh and Cook (2009) examined the relationship between rural residents’ community attachment and community satisfaction, and found that the more attached to a community, the more likely residents were to be satisfied with their community. Community attachment + Residents’ satisfaction with tourism development H8

  19. 3 Constructs and hypotheses （6） Community attachment • Besides the direct effect on RSTD, community attachment also has indirect impacts on RSTD through its effect on ‘perceived benefits of tourism development’ and ‘perceived costs of tourism development’. Davis, Allen and Cosenza (1988) argued that native residents are more positively perceive benefits from tourism development than newcomers to the community. In addition, Jurowski et al. (1997) found that the attached residents are more likely to form positive perceptions of the economic and social benefits Perceived benefits of tourism development H1 + + Residents’ satisfaction with tourism development H9 Community attachment H10 _ Perceived costs of tourism development __ H2

  20. 4 Method （1） Operationalization of measurement items • 28 items were employed to measure the six driving constructs and “RSTD” . • These 28 items were evaluated along a five-point scale (1= disagree and 5= agree).

  21. 4 Method （2） Data collection • A questionnaire was designed to collect data based on the 28 measurement items of the seven constructs. • The questionnaires were distributed to residents in Longwei, Xitang, Shuiyantou, Langshi, and Jinche by systematic random sampling method. The 450 visited residents were asked to answer the questions in questionnaire during June 2011. • After elimination of 54 unacceptable questionnaires, 396 valid questionnaires were used for data analysis.

  22. Table 1 Profile Information on the Survey Respondents (n=396)

  23. 4 Method （3） Data analysis • Data analysis was performed in three steps. • First, reliability and validity of measurement items were evaluated. • Second, confirmatory factor analysis (CFA) using AMOS17.0 was employed to test the goodness of fit of the measurement model. • Third, a structural equation model was run to test hypotheses among constructs in the proposed model of RSTD in poverty-stricken areas.

  24. 5 Results （1） Reliability and validity test • Prior to testing the RSTD model, the reliability of the measurement items was verified using Cronbach’s a to access the internal consistency of the seven constructs in the proposed model of RSTD. • Cronbach’s a varied from 0.73 to 0.94 (Table 2), exceeding the minimum hurdle of 0.5 for an exploratory study (Hair, Tatham, Anderson, & Black, 1998). • Construct validities were also checked in terms of standardized loadings, yielding satisfactory scores of greater than 0.4 (Table 2). Thus, it can be concluded that the measurement items were reliable in gauging each construct (Hair et al., 1998). • summarized as Table 1.

  25. Table 2 Psychometric Properties of RSTD Model in Poverty-Stricken Areas

  26. Table 2 Psychometric Properties of RSTD Model in Poverty-Stricken Areas

  27. 5 Results （2） Test results of measurement model • Next, a confirmatory factor analysis using AMOS17.0 was employed to test the measurement model. Several common model fit indices were used to assess how well the model fit the data, namely χ2-test, GFI AGFI, RMSEA, NNFI, CFI, IFI ，PNFI , and PGFI . • As indicated in Table 3, all indices reached the respective common acceptance level, except that PGFI (0.389) was below the recommended value of 0.5. In summary, the measurement model exhibited a good fit with the data collected.

  28. Table 3 Fit Indices of Measurement Model

  29. 5 Results （3） Test results of hypotheses in structural model • Amos 17.0 was used to test the relationships between each pair of constructs as hypothesized in the proposed model of RSTD in poverty-stricken areas. • As can be seen in Figure 2 and Table 5, the analysis of the standardized path coefficients revealed the direction and significance of the hypothesized relationships among the six driving constructs and RSTD.

  30. Table 5 Standardized Path Coefficients of RSTD Model in Poverty-Stricken areas

  31. Perceived benefits of tourism development Residents’ participation in tourism development .195* .368* .367* Residents’ expectations for tourism development .337* Residents’ satisfaction with tourism development -.241* .255* Community attachment .345* -.240* -.120* Distribution of personal benefits from tourism Perceived costs of tourism development -.018 Note: * Significant at p<0.001 Figure 2 Test Result of RSTD Model in Poverty-Stricken Areas

  32. 6 Conclusions and discussion （1）Perceived benefits of tourism development, perceived costs of tourism development, residents’ participation in tourism development, distribution of personal benefits from tourism, residents’ expectations for tourism development, and community attachment were proved to be six key antecedents of RSTD in poverty-stricken areas.

  33. Perceived benefits of tourism development Residents’ participation in tourism development .195* .368* .367* Residents’ expectations for tourism development .337* Residents’ satisfaction with tourism development -.241* .255* Community attachment .345* -.240* -.120* Distribution of personal benefits from tourism Perceived costs of tourism development -.018 Note: * Significant at p<0.001 Figure 2 Test Result of RSTD Model in Poverty-Stricken Areas

  34. Table 6 Direct effect, Indirect Effect, and Total Effects

  35. 6 Conclusions and discussion （2）Among the six influence factors, perceived benefits of tourism development, residents’ participation in tourism development, distribution of personal benefits from tourism, and community attachment were found to have positive relationships with RSTD. • ‘Perceived costs of tourism development’ and ‘residents’ expectations for tourism development’ were negatively related with RSTD.

  36. 6 Conclusions and discussion （3）As far as path coefficients between constructs are concerned, ‘residents’ participation in tourism development’ exhibited the strongest direct effect (0.368) on RSTD among the six antecedent constructs, whereas ‘distribution of personal benefits from tourism’ had strongest total effects (0.413) on RSTD (Table 6). • Aside from a direct positive effect (0.345) on RSTD, ‘distribution of personal benefits from tourism’ also affected RSTD through the construct of ‘perceived benefits of tourism development’ (0.068).

  37. Table 6 Direct effect, Indirect Effect, and Total Effects

  38. 6 Conclusions and discussion （4）The negative relationship between ‘distribution of personal benefits from tourism’ and ‘perceived costs of tourism development’ was not confirmed (β =－0.018, t =－0.360), which is not consistent with prior study of Perdue et al.(1990). The contradiction suggest that other factors may mediate the effect of ‘distribution of personal benefits from tourism’ on ‘perceived costs of tourism development’. • According to Ryan, Scotland, and Montgomery (1998), ‘perceived costs of tourism development’ are relevant with the length and stage of tourism development.

  39. 6 Conclusions and discussions （4）As far as the five poor rural villages in Guilin are concerned, life quality of local residents is closely related with tourism since tourism business has become local leading industry. • Due to the dependence on tourism, local residents have to put up with these negative impacts. Based on above, length of time and life cycle of tourism development should be addressed in future investigation on the relationships among RSTD

  40. Thank You !

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