How the Type of Media Used Affects Consumers' Willingness to Support Tourism Policies: A Study based on the Case of Hainan
DOI:
https://doi.org/10.54097/dt0wbn67Keywords:
Media Usage, Tourism Policy Impact on Cognition, Positive Emotions, Government Trust, Local Identity, Tourism Policy Support IntentionAbstract
Public support for tourism policies is a crucial guarantee for their successful implementation, but current academic research on this topic still requires further exploration. This paper takes the policy of building Hainan into an international tourism and consumption hub as a case study, and based on the “stimulus-organism-response (SOR)” theoretical framework, integrates communication effectiveness theory, cognitive evaluation theory, social exchange theory, and the positive emotion expansion-construction theory to construct a research model with media usage types (official media and social media) as independent variables, tourism policy influence perception and positive emotions as mediating variables, government trust and local identity as moderating variables, and tourism policy support intention as the dependent variable. Through structural equation analysis using SPSS 22.0 and SmartPLS 4 on 1,099 valid questionnaires, the study found that residents generally hold a positive and supportive attitude toward the policy; the use of social media has a greater influence on support willingness than the use of official media; policy benefit perception and positive emotions both exhibit significant mediating and chain mediating effects between media use and policy support willingness; and government trust and local identity exert positive moderating effects on the perception and emotion pathways. This study enriches the research perspective on residents' tourism policy behavior and provides empirical references and practical insights for policy communication and public mobilization.
Downloads
References
[1] Xi Jinping attends the celebration conference marking the 30th anniversary of the establishment of Hainan Province and the Hainan Special Economic Zone and delivers an important speech.[EB/OL].(2018-04-13)[2024-02-10].https://www.gov.cn/xinwen/2018-04/13/content_5282295.htm.
[2] Notice of the National Development and Reform Commission on Issuing the Implementation Plan for Building Hainan Province into an International Tourism and Consumption Center. [EB/OL].(2018-12-12)[https://www.gov.cn/zhengce/zhengceku/2018-12/31/content_5435325.htm.
[3] Doxey G V. A causation theory ofvisitor-resident irritants: Methodology andresearch inferences[C]//In the Sixth Annual Conference Proceedings. SanDiego: The Travel Research Association, 1975:195-198.
[4] Sethna R J, Richmond B O. US Virgin Islanders' perception of tourism[J]. Journal of Travel Researc h,1978,17(1):30-31.
[5] Boissevain J. The impact of tourism on a dependent island: Gozo, Malta[J]. Annals of tourism resear ch,1979,6(1):76-90.
[6] PizamA. Tourism's impacts:The social costs to the destination community as perceived by its reside nts[J]. Journal of travel research,1978,16(4):8-12.
[7] Brunt P, Courtney P. Host perceptions of sociocultural impacts[J]. Annals of tourism Research,1999,26(3):493-515.
[8] Sharpley R. Host perceptions of tourism: A review of the research[J]. Tourism Management,2014,4 2(37-49).
[9] NunkooR, Ramkissoon H. Developing a community support model for tourism[J]. Annals of Touri sm Research,2011, 38(3):964-988.
[10] Wang S, Chen J S. The influence of place identity on perceived tourism impacts[J]. Annals of Tour ism Research,2015,52:16-28.
[11] Gu H, Ryan C. Place attachment, identity and community impacts of tourism-the case of a Beijinghutong [J].Tourism management,2008,29(4):637-647.
[12] McCool SF, Martin SR. Community attachment and attitudes toward tourism development[J]. Jou rnal of Travel research, 1994,32(3):29-34.
[13] Moderator Variables: Introduction[EB/OL].(2018-09-15) [2024-04-22]. http://davidakenny.net/cm/moderation.htm.
[14] Moghavvemi S, WoosnamKM, Paramanathan T, et al. The effect ofresidents’personality,emotional solidarity, and community commitment on support for tourism development[J]. Tourism Management,2017,63:242-254.
[15] Wang Y, ShenH, Ye S, et al. Being rational and emotional: An integrated model ofresidents’support of ethnic tourism development[J]. Journal ofHospitality and Tourism Management,2020,44:112-121.
[16] Lazarus R S. Psychological stress and the coping process[M]. New York: McGraw-Hill, 1966:385- 388.
[17] Moghavvemi S, Woosnam KM, Paramanathan T, et al. The effect of residents’ personality, emotio nal solidarity, and community commitment on support for tourism development[J]. Tourism manageme nt,2017,63:242-254.
[18] Zheng D, Ritchie BW, Benckendorff PJ, et al. The role of cognitive appraisal, emotion and comm itment in affecting resident support toward tourism performing arts development[J]. Journal of Sustaina ble Tourism,2019, 27(11):1725-1744.
[19] NunkooR, SmithS LJ. Political economy of tourism: Trust in government actors, political support, and their determinants [J]. Tourism management, 2013, 36:120 -132.
[20] Cuba L, Hummon DM. A place to call home: Identification with dwelling, community, and region [J]. Sociological quarterly, 1993,34 (1): 111-131.
[21] Williams DR, McDonald CD, Riden CM, et al. Community attachment, regional identity andresi dent attitudes toward ourism[C]//Proceedings of the 26th annual travel and tourism research association conference proceedings. Wheat Ridge, CO: Travel and Tourism Research Association, 1995: 424-428.
[22] Mehrabian A, Russell JA. An approach to environmental psychology[M]. Cambridge: TheMIT Press, 1974:97-99.
[23] Sultan P, Wong HY, Azam M S. How perceived communication source and food value stimulate p urchase intention of organic food: An examination of the stimulus-organism-response (SOR) model [J]. Journal of Cleaner Production,2021,312:127807 .
Downloads
Published
Issue
Section
License
Copyright (c) 2025 International Journal of Education and Humanities
This work is licensed under a Creative Commons Attribution 4.0 International License.
