Tourism Perceptions and Subjective Well-Being: Insights from GIAHS Sites

Residents' Subjective Well-Being Resident-Tourist Value Co-Creation Tourism Perceptions Emotional Solidarity.

Authors

  • Jie Yang 1) College of Graduate Studies, Walailak University, Nakhon Si Thammarat, Thailand. 2) School of Tourism and Physical Health, Hezhou University, Hezhou City, Guangxi Province, China.
  • Shi"‘Zheng Huang School of Economics and Management, Nanning Normal University, Nanning,, China
  • Onanong Cheablam
    conanong64@gmail.com
    School of Management, Walailak University, Nakhon Si Thammarat Province,, Thailand

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The subjective well-being (SWB) of residents serves as a crucial measure of social harmony. This study applied the cognition-affection-behavior theory to investigate how tourism perceptions influence residents' SWB while also assessing the intermediary roles of emotional solidarity (ES) and resident-tourist value co-creation (RVC). Researchers collected 411 valid survey responses from residents in GIAHS and utilized Structural Equation Modeling path analysis and bootstrapping method to test the proposed hypotheses. The results indicate that benefit perceptions positively impact residents' SWB, with ES and RVC serving as sequential mediators in this relationship. In GIAHS, improving residents' perception of benefits can foster ES and RVC, creating a connection between residents and tourists and ultimately enhancing residents' SWB.

 

Doi: 10.28991/HEF-2024-05-04-06

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