Classification of residents in the tourist attractions based on attitudes and behaviors: a case study in Xidi, Zhouzhuang and Jiuhua Mountain
基于态度与行为的我国旅游地居民的类型划分——以西递、周庄、九华山为例

Using social investigation and segmentation approach, the authors conduct in site investigation upon the attitudes and behaviors of residents to the tourist attractions in Xidi, Zhouzhuang and Jiuhua Mountain. Residents in these places are classified into four types by using hierachically clustering and are named ambivalent supporters, indifferent supporters, enthusiastic supporters and rational supporters respectively based on the analysis of the attitudes and behaviors of these residents toward the development of tourism. There exist distinctive differences between these four types of residents in their demographic characteristics and social background. Mainly and in general, those who are aged, long time resided and relatively higher educated become ambivalent or rational supporters, those who are less related to and dependent on tourism become indifferent supporters, while those, who are young, or engaged in tourism, or whose family members or relatives are engaged in tourism or whose main income depends on tourism, taking up the greater proportion among the enthusiastic supporters. Economic interest, educational background, the knowledge about tourism development and the age remain the main affects on their attitudes to and behavior in tourism. Comparison shows that Chinese residents in tourist attractions are more active and supportive in attitude and behavior than their foreign counterparts, and until now there are no opponents against tourism in China.