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This study explores the role of social identity theory in understanding community participation in tourism among migratory village residents, using structural equation modeling. Findings from a survey of 364 residents in Simatai new village, China, indicate that residents’ community, regional, and occupational identities positively influence their support for tourism and participation in community tourism initiatives. The study suggests that local governments should focus on community development and provide ongoing tourism education to enhance residents’ recognition and support for tourism, thereby fostering community participation.
In recent years, China’s rural landscape has been rapidly changing due to the growth of the tourism industry, leading to the emergence of new rural communities with distinct spatial and lifestyle characteristics. Among these, migratory villages, exemplified by Simatai new village, have become prominent. These villages, driven by tourism resources, consolidate existing villages and relocate to new areas, significantly altering settlement patterns and residents’ way of life. Unlike traditional villages, residents of migratory villages are closely tied to tourism, transitioning from farming to tourism-related occupations. This shift has not only impacted residents’ livelihoods but also transformed the social fabric of these communities from traditional rural societies to tourism-oriented ones, with implications for residents’ identities and affiliations.
While previous research has explored various factors influencing community participation in tourism, little attention has been given to the role of residents’ identity, particularly in the context of evolving community dynamics brought about by tourism development. This study seeks to address this gap by investigating how residents’ social identity in migratory villages influences their engagement in tourism activities. By examining the case of Simatai new village and drawing on social identity theory, the study aims to develop a model that elucidates the relationship between social identity and community participation in tourism.
The paper will begin with a review of relevant literature, establishing the theoretical foundation for understanding social identity, tourism support, and community participation in tourism. Based on this review, seven research hypotheses will be proposed and tested using appropriate methods. The findings of the study will not only contribute to theoretical insights into community participation in tourism but also provide practical guidance for policymakers in migratory villages, helping them make informed decisions to support sustainable tourism development.
Community participation in tourism involves active involvement of residents in decision-making, management, and planning processes to foster sustainable tourism and community development. Early proponents like Murphy (1985) highlighted its importance, echoed by global bodies like the WTO and WTTC. Factors influencing participation include low literacy, limited benefits, and stakeholder interaction. Different models like Arnstein’s ladder and Pretty’s types outline varying levels of participation. However, induced participation dominates due to top-down tourism development approaches, sidelining most residents from decision-making. Measurement of participation encompasses indicators like community empowerment and tourism knowledge, tailored to each destination’s context. This study focuses on residents’ awareness, decision-making involvement, and tourism training participation.
People categorize themselves into groups based on factors like gender, religion, politics, nationality, and memberships, influencing their intergroup behavior. Social identity theory, pioneered by Tajfel, explores this connection between individuals and groups, highlighting the emotional significance of group membership. This theory suggests that individuals internalize group membership, incorporating it into their self-concept. Research on social identity in tourism often focuses on community residents and tourists, particularly in urban areas, heritage sites, and tourism towns. Various dimensions of social identity, including cognitive, affective, and evaluative aspects, are studied, with occupational, environmental, and gender identities being among the dimensions explored. Migratory villages present unique challenges in identity formation due to changes in environment and social dynamics. Therefore, in such contexts, social identity is measured in dimensions such as community, regional, and occupational identity, recognizing the complexity of identity formation across diverse groups and contexts.
Community identity, defined as residents’ connection to their community, is influenced by their perception of the environment and social changes. Understanding community identity is crucial post-relocation due to significant differences in landscapes, infrastructure, and social settings. Various dimensions have been proposed to measure community identity, including external evaluation, continuity with personal past, and emotional and functional aspects. Studies indicate that a strong community identity fosters residents’ support for and participation in tourism development. Therefore, it is hypothesized that community identity positively influences tourism support and community participation. This highlights the importance of fostering community identity to encourage community participation in tourism initiatives.
Regional identity encompasses the relationship individuals have with specific places, involving the formation of boundaries, symbols, and institutions within those regions. It’s crucial for local development and residents’ sense of belonging. Social identity theory suggests that people’s self-concept is influenced by their sense of belonging to various social categories. The overlap between regional characteristics and residents’ self-concept enhances their self-esteem and strengthens regional identity. In contexts of regional transformation, such as migratory villages experiencing tourism development, changes in the landscape challenge traditional rural notions, potentially leading to feelings of alienation. Residents’ regional identity influences their willingness to settle and contribute to local development. Higher regional identity correlates with greater support for tourism activities and community participation, fostering regional pride and distinctiveness. Conversely, a lack of regional identity may impede tourism development and community engagement. Thus, strong regional identity positively impacts tourism support and community participation.
Occupational identity, closely linked to one’s occupation, influences residents’ attitudes towards tourism development. In villages reliant on tourism, residents transitioning from farming to tourism roles experience shifts in identity, impacting their support for tourism. This identity influences both occupational choices and community integration. Consequently, residents’ occupational identity affects their support for tourism and community participation positively. This study proposes hypotheses suggesting that occupational identity correlates positively with tourism support and community involvement in migratory villages undergoing economic transitions towards tourism.
Tourism support, a key indicator for destination sustainability, reflects residents’ attitudes toward tourism development, impacting their participation. Positive attitudes correlate with pro-tourism behavior, fostering community involvement in tourism activities. Economic benefits from tourism enhance residents’ quality of life and bolster support for development. Studies have linked residents’ attitudes to their participation in tourism, with supportive attitudes correlating with active engagement in community tourism affairs. Our study posits a positive relationship between tourism support and community participation, suggesting that supportive attitudes drive increased involvement in tourism activities.
This study delves into how social identity impacts community participation in tourism, broadening our comprehension of this relationship. Previous research mainly focused on factors like community participation capacity, power dynamics, and management systems, but this study highlights the role of social identity in encouraging community involvement in tourism. In migratory villages, residents often lose their traditional livelihood resources, leading them to seek alternative means such as participating in tourism-related activities for economic benefits. However, residents’ perceptions of tourism development vary, influencing their level of participation. Understanding residents’ demographic characteristics is crucial for developing effective policies to enhance residents’ welfare and garner their support for tourism development. This study corroborates existing literature, showing that residents with prior involvement in tourism-related industries exhibit higher support and participation levels. Additionally, education levels influence residents’ community and regional identities, with higher education correlating with a stronger sense of community and regional belonging. Occupational identity also positively impacts tourism support and participation, particularly in areas where tourism is the primary industry. Moreover, residents’ support for tourism significantly influences their participation in community tourism activities, with tourism support mediating the relationship between social identity and community participation. This underscores the importance of residents’ attitudes toward tourism in shaping their social identity and engagement in tourism-related endeavors.
Tourism planners must understand how residents’ social identities impact their support and engagement in tourism. This study, based on social identity theory, examined three dimensions of residents’ identities – community, geographic, and occupational – and proposed and validated seven hypotheses using structural equation modeling. The findings emphasize the importance of residents’ social identity in driving their involvement in tourism, particularly in migratory villages like Simatai New Village. Residents’ participation in tourism is crucial for the sustainable development of community tourism. The study fills a gap in tourism theory by demonstrating the empirical role of social identity in community participation in tourism, an aspect often overlooked in previous research. Moreover, it highlights the alignment of residents’ social identity with sustainable development goals and emphasizes the significance of identity in shaping behavior towards tourism. Practical implications include strategic tourism planning that considers and enhances residents’ community, regional, and occupational identities to garner support and participation. However, the study acknowledges limitations, such as the lack of qualitative insights and the need for future research to adopt a mixed-methods approach for a more comprehensive understanding. Additionally, it suggests further exploration of the tourism phenomenon in migratory villages.
Source:
(2024) The Effects of Migratory Village Residents’ Social Identity on Community Participation in Tourism, Journal of China Tourism Research, DOI: 10.1080/23311886.2023.2300177