Description
The purpose of this paper is to develop and test the reliability of six tourism scales based on
Ap and Crompton’s research.
International Journal of Culture, Tourism and Hospitality Research
Residents' attitudes toward tourism development in Shandong, China
Sujie Wang Marianne Bickle Rich Harrill
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To cite this document:
Sujie Wang Marianne Bickle Rich Harrill, (2010),"Residents' attitudes toward tourism development in Shandong, China", International
J ournal of Culture, Tourism and Hospitality Research, Vol. 4 Iss 4 pp. 327 - 339
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Ben Haobin Ye, Hanqin Qiu Zhang, J ames Huawen Shen, Carey Goh, (2014),"Does social identity affect residents’ attitude toward
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Special section paper
Residents’ attitudes toward tourism
development in Shandong, China
Sujie Wang, Marianne Bickle and Rich Harrill
Abstract
Purpose – The purpose of this paper is to develop and test the reliability of six tourism scales based on
Ap and Crompton’s research.
Design/methodology/approach – In order to test the scale, the authors examine differences between
genders’ tourism beliefs, tourism evaluation, and perceptions of the impact of tourism throughout
Shandong China. The sampling frame in this study includes residents over 18 years of age and living
more than a year in Shandong Province. As an experimental study, a convenience sampling method is
employed to select samples. The sample distribution of each of the 17 cities of Shandong Province
equals the multiplied products of the total samples (760) and the percentage of its population in the total
population of Shandong.
Findings – The tourism scale is shown to be reliable. The data illustrate the bene?ts and challenges of
an emerging destination within an emerging national tourism product. In Shandong, residents
acknowledged tourism’s positive social bene?ts such as better shopping facilities, while at the same
time recognizing the negative impact of tourism on the natural environment.
Originality/value – Residents’ perceptions of tourism and its impact to the community has primarily
been conducted in the USA. Of the research, limited data exists which examines differences between
genders’ perceptions of the bene?ts tourism may bring to a region. This study compares males’ versus
females’ perceptions of the changes tourism development has to the Shandong province in China. This
study offers insights into different perspectives by gender and culture.
Keywords Tourism development, Social factors, Attitudes, Culture, China, Community development
Paper type Conceptual paper
Introduction
China is expected to be the world’s leader in both inbound and outbound tourism by 2020.
While this national milestone will be symbolic of the country’s growing social and economical
clout, this change will have a profound impact on individual destinations in China. Already
there are striking disparities in tourism development in Chinese cities and provinces.
Essentially, China is perhaps on its way to becoming the world’s greatest ‘‘tourism
laboratory,’’ where researchers are able to test, monitor and con?rm or refute some of the
tourism industry’s most widely held assumptions. For example, due to varying growth rates
among different destinations, researchers will have an opportunity to add many new
development paths and models to the destination lifecycle. New patterns of supply and
demand should emerge with so many new producers and consumers of tourism goods and
services. These activities will interlink the international marketplace and gain new access
within their own country. As a result of this activity, China tourism education and scholarship
stand to bene?t.
DOI 10.1108/17506181011081505 VOL. 4 NO. 4 2010, pp. 327-339, Q Emerald Group Publishing Limited, ISSN 1750-6182
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INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
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PAGE 327
Sujie Wang is based at
Shandong University, Jinan
City, China. Marianne Bickle
is based at the Department
of Retailing, University of
South Carolina, Columbia,
South Carolina, USA.
Rich Harrill is based at the
International Tourism
Research Institute,
University of South
Carolina, Columbia, South
Carolina, USA.
Recieved: April 2009
Revised: June 2009
Accepted: November 2009
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Research on resident attitudes toward tourism development also stems fromthis growth and
change. There are perhaps few places in the world where residents of emerging Chinese
destinations have been so quickly exposed to tourism development. This sudden exposure
raises meaningful questions concerning host-guest relationships and tourism planning.
Some residents may view tourism as an exciting new form of economic development with
few negative impacts – the so-called ‘‘clean industry’’ argument. Conversely, other
residents may be confounded at the sudden appearance of strangers among their tight-knit
social and cultural networks. The literature of residents’ attitudes toward tourism research
holds that the truth resides somewhere in-between (i.e. many residents can identify both
positive bene?ts and negative impacts). Chinese tourism research in this area will add
greatly to existing knowledge about resident attitudes toward tourism development.
This study investigates residents’ attitudes toward tourism impacts, focusing on the belief
and evaluation of impacts regarding society, economy, crowding and congestion, service,
environment, and community. These categories follow Ap and Crompton’s (1998) original
tourism impact index, although applied to an Asian setting. The study site is Shandong, an
emerging tourist destination on China’s eastern coast.
Statistics reveal that tourism in Shandong China grew steadily throughout the 1990s. By
2007, more than two million visitors annually help make the province the largest Chinese
province generator (National Bureau of Statistics in China, 2008). Many tourism researchers
believe that these attitudes and perceptions can have a pronounced in?uence on the
successful development of current and future tourism programs (e.g. Ap, 1992; Lawson
et al., 1998). Therefore, for destination development, it is important for planners to
understand both residents’ attitudes toward and evaluation of tourism impacts.
Shandong borders the Bohai Sea and Yellow Sea in the east and had a population of 92.48
million in 2007. The total area of Shandong Province is comprised of 17 districts and 139
counties covering 156.7 thousand square kilometers.
Shandong Province, known as a cradle of Chinese civilization, enjoys more than 5,000 years
of history. Tourism generating historic cultural relics unearthed in this province includes that
of Confucius and Mencius. As one of the birthplaces of ancient Chinese culture, Shandong
Province is well known for its pottery and silk industries, beautiful natural landscapes and
distinct cultural characteristics. Shandong is rapidly becoming a popular tourism
destination. The province features approximately 493 natural and built tourist attractions,
13,000 ancient archeological sites, and two World Heritage Sites. In addition, annual events
sponsored by the province include the internationally renowned World Festival of Kites and
the International Bee Fair (Schauble, 2009).
Shandong’s tourism industry is relatively new (e.g. since 1980s). Local governments
continue to make this industry a main priority well into the 1990s. In 1996, 52 million tourists
visited Shandong. By 2006, more than 1.68 billion tourists visit the Shandong Province,
resulting in a 12.8 percent increase in tourism. The tourism industry contributes 1,295 billion
RMB to the local economy (approximately $185 billion US). Shandong tourism is 5.92
percent of the province’s Gross Domestic Product (GDP) in 2006, resulting in a 20 percent
increase from 1996 to 2006 (Liang, 2007). While the signi?cant economic outcome can be
readily understood, it is less apparent what the dramatic increase in tourism has on
Shandong residents. It is important to gain an understanding of residents’ attitudes toward
tourism development to maintain the current level of tourism growth.
Residents’ attitudes toward tourism continues to be a well-researched topic throughout the
decades (e.g. Pizam, 1978; Kuvan and Akan, 2005; Tosun, 2002). Early research focuses
heavily the economic bene?ts of tourism (Mathieson, 1982; Pizam, 1978). As attitudes are
investigated throughout the decades, researchers expand their focus. Social and cultural
implications of tourism are examined. Researchers uncover perceptions and attitudes that
counterbalance the economic bene?ts of tourism. Speci?cally, potential negative social and
cultural outcomes of tourism are examined (e.g. Ap and Crompton, 1998).
Research addresses the positive and negative implications of tourism. A limited number of
studies examine the validity and reliability of the tourism impact scales (Ap, 1990). Of these
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studies (e.g. Lankford and Howard, 1994), Ap and Crompton (1998) reveal inconsistencies.
Speci?cally, the researchers reveal that Lankford and Howard’s two-factor structure (i.e.
concern for local tourism and personal and community bene?ts) is not consistent with any of
the taxonomic frameworks appearing in the tourism literature (Lankford and Howard, 1994,
p. 123). Numerous researchers examined US residents’ perceptions regarding the in?uence
of tourism on the community in the Western and Eastern areas. Girard and Gartner (1993)
examined second homeowners in Wisconsin. The data revealed that the respondents
perceived tourism as a bene?t to the community. McCool and Martin (1994) and Williams
et al. (1995) examined residents in Montana and Virginia. Residents’ length in the community
in?uenced their perception on tourism. Speci?cally, long-term residents perceived the
growth in tourism less favorably than did short-term residents.
Residents’ gender may in?uence perceptions regarding the bene?ts of tourism. Harrill and
Potts (2003) examined men and women in Charleston, South Carolina. The data revealed
that women perceived tourism development more negatively than did men. Urbanization,
crime, and decreasing security were cited by women as problems associated with tourism.
Building on perceptions of conceptual de?ciency, Ap and Crompton (1998) examine a
perception impact scale based on data fromthree Texas communities that match the social,
economic, and environmental categories appearing in the literature. The researchers’ scale
consists of a belief component asking respondents to rate the level of change associated
with 35 items and an evaluative component asking residents to rate their level of like or
dislike for each item. The authors verify social, economic, and environmental domains, as
well as four others that emerge during the compilation of the scale. Attributed include:
1. crowding and congestion;
2. services;
3. taxes; and
4. community attitude.
Ap and Crompton (1998) also indicate that community attitude domains may be expressed
as a dimension of social and cultural impact. Tax domain may be perceived as part of
generic economic impacts.
As Harrill (2004) suggests, there is a growing need to assess residents’ attitudes in places
that are beginning the tourism development process (e.g. Latin America, Africa, and Asia).
By examining residents’ attitudes in a variety of development contexts, we may then begin to
?ll in methodological gaps that may lead to more robust conceptual frameworks. In turn,
tourism planners may be better prepared to understanding resident issues and concerns
during the tourismdevelopment process. The purpose of this study is to develop and test the
reliability of six tourism scales based on Ap and Crompton’s (1998) research. In order to test
the scale, the authors examine differences between genders’ tourism beliefs, tourism
evaluation, and perceptions of the impact of tourism throughout Shandong China.
Hypotheses
H1. Male and female residents have signi?cant differences regarding tourism beliefs.
H2. Male and female residents reveal signi?cant differences in the evaluation of tourism
of Shandong Province.
H3. Male and female residents reveal signi?cant differences regarding the impact of
tourism on Shandong Province.
Data collection
Data were collected from the winter of 2007 in 17 cities located throughout Shandong
Province, which is located along China’s eastern coast. A self-administered questionnaire is
used in this study. The questionnaire, adapted fromAp and Crompton (1998), comprises two
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sections. A total of 34 attitudinal statements comprising six major categories are included in
the questionnaire. Categories include:
1. social and cultural;
2. economic;
3. crowding and congestion;
4. environmental;
5. services; and
6. community attitude.
A series of statements are presented within each category. For example, respondents’
attitudes toward the demand for historical activities and programs are examined as part of
the social and cultural category. Statements are measured on a Likert-type scale (strongly
increased or like very much ¼ 5; strong decrease or dislike very much ¼ 1) and a ‘‘don’t
know’’ (don’t know ¼ 0). Research supports the use of this measurement method in tourism
impact research due to its superior validity (convergent and discriminate) (Maddox, 1985).
A conservative response format of 50/50 percent is used to determine the sample size. To
achieve a 95 percent con?dence level and a 5 percent sampling error, the required sample
size is approximately 380 respondents (Aaker et al., 1990). A 50 percent response rate is
expected. As such, 760 questionnaire surveys are administered. The sampling frame in this
study includes all residents over 18 years of age and living more than a year in Shandong
Province. As an experimental study, a convenience sampling method is employed to select
samples. The sample distribution of each of the 17 cities of Shandong Province equals the
multiplied products of the total samples (760) and the percentage of its population in the
total population of Shandong (see Table I).
Undergraduate students in the Tourism Management Department of Shandong University
come from 13 cities of Shandong and faculty members of the department serve as data
collectors. Data collectors are to interview adult relatives and friends living more than one
year in speci?c regions to complete the survey. Respondents are asked to provide
information regarding their attitudes toward and perceptions of tourism development in their
respective communities. Of the 760 surveys, 43 are unusable and 330 are not returned. The
researchers collect 400 usable surveys, resulting in a 52 percent return rate. Surveys are
analyzed using Statistical Packages for Social Sciences (SPSS) version 15.0.
Table I Sample distributions in each city of Shandong (listed in alphabetical order)
City Percent of population Sample distribution
Bin Zhou 4.0 30
De Zhou 5.9 45
Dong Ying 2.0 15
He Ze 9.0 68
Ji Nan 6.6 50
Ji Ning 8.5 65
Lai Wu 1.4 11
Liao Cheng 6.0 46
Lin Yi 11 84
Qing Dao 8.4 64
Ri Zhao 3.0 23
Tai’an 5.9 45
Wei Hai 2.8 21
Wei Fang 9.4 71
Yan Tai 7.4 56
Zao Zhuang 4.0 40
Zi Bo 4.7 36
100 760
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Demographic pro?le
The sample is relatively balanced between genders. Men comprise 53.4 percent of the
sample and females comprise 46.6 percent of the sample. The majority of respondents (69.1
percent) arebetweentheages of 20and65. Respondents arevery familiar with theShandong
province. The majority of the respondents (59.3 percent) are lifelong residents. Persons living
in the province for ten year account for three quarters of the sample population (e.g. 76.1
percent). Of the respondents, 37.2 percent are living in the area ten years or fewer.
Respondents are well educated. The majority of respondents are graduates with a Bachelor’s
or Master’s degree (86.3 percent); the remaining are high school graduates (13.7 percent).
The majority of the sample is characterized as middle income (57.8 percent). They report an
income between 800 and 2,500 RMB (between approximately US $114 and US $357) per
month. Aminority of therespondents (7.5percent) earnasigni?cant part of family incomefrom
tourism-related jobs such as hotels, motels, restaurants, and tourism attractions.
Data analyses
Cronbach’s Alpha are conducted six times, once for each of the six scales (refer to Table II).
Tourism scales include:
1. social and cultural;
2. economic;
3. crowding and congestion;
4. environmental;
5. services; and
6. community attitude.
Results of the analysis reveal that all six scales are reliable with an alpha coef?cient in excess
of 0.74. Multiple t-tests are conducted to examine differences between male and female
residents’ attitudes regarding their beliefs toward tourism and evaluation of tourism in
general. An index is developed to measure residents’ attitude regarding the impact of
tourism. The tourism impact index is:
A
0
¼
X n
i ¼ 1
b
i
a
i
where:
A
0
¼ attitude toward tourism impacts corresponding to each item.
a
i
¼ evaluative coomponent
b ¼ belief component.
Respondents’ attitudes toward tourism on an item equals to the multiplied score of all items
(Ap and Crompton, 1998).
Table II Reliability test of scales
Scale categories Cronbach’s alpha Rotation sums of squared loading
Social and cultural 0.88 70.205
Economic 0.82 64.602
Crowding and congestion 0.75 64.542
Environmental 0.78 57.522
Services 0.82 54.166
Community attitude 0.83 44.783
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Multiple t-tests are conducted to measure differences between male and female residents’
attitudes between the impact tourism makes on Shandong province.
Findings
Tourism beliefs
H1. Male and female residents will have signi?cant differences regarding tourism
beliefs.
Six major tourism categories are investigated based on Ap and Crompton’s (1998) tourism
scale. The categories include:
1. social and cultural;
2. economic;
3. crowding and congestion;
4. environmental;
5. services; and
6. community activities.
Multiple t-test reveal signi?cant differences between male and female residents’ beliefs
regarding social and cultural attributes related to tourism. Males hold signi?cantly higher
eight of the ten social and cultural aspects that tourism brings into Shandong province. With
the exception of cultural activities (male, M ¼ 3:66; female, M ¼ 3:69) and entertainment
(male, M ¼ 3:41; female, M ¼ 3:5) the participating males believe that tourism helps the
social and cultural aspects of the province to a greater degree than do females (p , 0:000).
Seven areas of economic development from tourism are examined. Males believe the
economic development from tourism is signi?cantly more bene?cial (p , 0:001) than do
females on six of the seven areas. Females’ beliefs exceeded males on the sole area of
variety of shopping facilities (male, M ¼ 3:87; female, M ¼ 3:92) Males and females hold
signi?cantly different beliefs regarding attitudes associated tourism’s in?uence on crowding
and congestion (p , 0:000).
Males and females hold signi?cantly different beliefs regarding the crowding and
congestion related to tourism (p , 0:000). It is interesting to note however that the beliefs
are not strong. That is, crowding and congestion related to tourism is not perceived to be a
signi?cant inconvenience or problem.
Respondents’ beliefs regarding environmental issues is examined in relation tourism is
examined. Although signi?cantly differently (p , 0:000), males and females did not believe
that tourism play a negative role on the natural environment (males, M ¼ 2:98, females,
M ¼ 2:78), wildlife (males, M ¼ 2:45, females, M ¼ 2:63), or quality of the natural environment
(males, M ¼ 2:65, females, M ¼ 2:81). Females are viewed as believing urbanizing is
in?uencedbytourismtoagreater extent thandidmales(males, M ¼ 3:35, females, M ¼ 3:42).
Three items are measured in the Services category. Signi?cant differences in beliefs
between males and females are identi?ed between all measures. Females believe the
physical ability (males, M ¼ 3:34, females, M ¼ 3:37) and quality of local services (males,
M ¼ 3:15, females, M ¼ 3:26) improve to a greater extent from tourism than do males. The
sixth and ?nal category is Community attitudes. T-tests reveal that females’ beliefs are
signi?cantly more positive than males on all three measures. Females believe tourism
generates positive local attitudes (males, M ¼ 3:32, females, M ¼ 3:36, community spirit
(males, M ¼ 2:95, females, M ¼ 3:15) and pride of local residents (males, M ¼ 3:25,
females, M ¼ 3:38) to a greater extent than do males. H1 is accepted.
Evaluation of tourism
H2. Male and female residents will have signi?cant differences regarding tourism
evaluation.
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Multiple t-tests are conducted on the measures within each of the six tourismscales whereby
respondents’ evaluation of tourism is examined. Multiple t-test reveal signi?cant differences
between male and female residents’ evaluation of tourism regarding social and cultural
attributes is revealed (refer to Tables III-V). Of the ten measures within this category, males
evaluate only three of the items signi?cantly higher than females. Males hold a higher
evaluation on variety of cultural facilities (male, M ¼ 3:68; female, M ¼ 3:51), opportunity to
learn about other people’s cultures (male, M ¼ 3:58; female, M ¼ 3:48), and opportunity to
restore and protect historical structures (male, M ¼ 3:57; female, M ¼ 3:08) than do females.
Females evaluated the in?uence of tourism higher than males on the remaining seven
attributes.
Although signi?cantly different (p , 0:001), males and females evaluate the crowding and
congesting in Shandong province as having increased as a result of tourism. Females
evaluate the crowding and congesting more critically than do males. Speci?cally, females
perceive a signi?cant increase in traf?c congestion (male, M ¼ 3:58; female, M ¼ 3:75),
crowds that restrict activities (male, M ¼ 3:93; female, M ¼ 4:14), and crowds that affect
enjoyment in public areas (male, M ¼ 3:87; female, M ¼ 3:92).
Respondents’ evaluation of the in?uence tourismhas on environmental issues is examined in
relation tourism is examined. Although signi?cantly differently (p , 0:000), males and
females only one measure is evaluated negatively. Females evaluate tourism as having a
signi?cantly stronger in?uence on the level of urbanization in the area than did males (males,
M ¼ 3:81, females, M ¼ 3:91).
Three items are measured in the services category. Signi?cant differences in evaluation
between males and females are identi?ed between all measures (p , 0:001). Females
evaluation of the physical ability of local services (males, M ¼ 3:35, females, M ¼ 3:42) and
?nancial resources of local services (males, M ¼ 2:96, females, M ¼ 3:21) improve to a
greater extent from tourism than do males. The sixth and ?nal category is community
attitudes. T-tests reveal that females’ beliefs are signi?cantly more positive than males on all
three measures. Females believe tourism generates positive local attitudes (males,
M ¼ 3:35, females, M ¼ 3:44, community spirit (males, M ¼ 3:10, females, M ¼ 3:30) and
pride of local residents (males, M ¼ 3:35, females, M ¼ 3:46) to a greater extent than do
males. H2 is accepted.
Impact of tourism
H3. Male and female residents will have signi?cant differences regarding the impact of
tourism.
The tourism index is calculated and used as a foundation to examine respondents’ attitudes
regarding tourism’s impact on Shandong province. Multiple t-tests are conducted repeated
to examine differences between genders tourism impact. The tourism impact revolves
around the six major tourism categories. Multiple t-test reveal signi?cant differences
between male and female attitudes regarding social and cultural beliefs related to tourism
impact. Specially, males hold signi?cantly different (p , 0:000) attitudes regarding the
impact of tourism on the:
B social and cultural dimension;
B economic;
B crowding and congestion;
B environmental;
B environmental;
B services; and
B community attitudes.
H3 is accepted.
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Negative responses may be indicative of rapid tourism development in a previously rural or
suburban environment. Sound management and fair judgment in the protection of wildlife
should be given attention by the provincial tourism authority. This suggests that tourism
development was considered to have an overall positive in?uence on social and cultural life
in Shandong Province, including services and sense of community. However, the results also
show that respondents are critical of congestion generated by tourism development
because such development has increased crowds, which may be perceived as restricting
residents’ activities in public areas and possibly has inconvenienced them to some extent.
Table III T-tests of tourism belief attitudes by gender
Tourism belief t-test value
Scale categories Items Male Female Tourism belief
Social and cultural Demand for historical activities and programs 3.44 3.33 57.55*
Demand for cultural activities and programs 3.62 3.46 63.27*
Variety of cultural facilities and activities in the
community 3.66 3.69 66.73*
Opportunities to learn about other people and
cultures 3.61 3.55 58.12*
Awareness/recognition of the local culture and
heritage 3.45 3.34 58.82*
Variety of entertainment in the area 3.41 3.5 54.71*
Opportunities to restore and protect historical
structures 3.69 3.43 70.79*
Opportunities to meet interesting people 3.13 2.98 61.68*
Understanding of different people and cultures
by residents 3.46 3.31 46.54*
Life and variety of the community 3.26 3.16 63.25*
Grand mean 3.53
Economic Revenue generated in the local economy 3.88 3.78 72.20*
Number of jobs in the community 3.54 3.4 57.68
Personal income of local residents 3.83 3.75 64.09*
Amount of income going to local business 3.5 3.39 50.12
Variety of shopping facilities in the area 3.87 3.92 83.88*
Investment and development spending in the
area 3.06 2.9 33.02*
Variety of restaurants in the area 3.8 3.62 79.00*
Grand mean 3.65
Crowding and congestion Level of traf?c congestion in the area 3.05 2.85 71.55*
Size of crowds that restrict what activities you do
in public areas 2.71 2.58 78.07*
Size of crowds that affect your enjoyment of
activities in public areas 2.81 2.61 81.96*
Noise level in the community 2.74 2.63 68.16*
Number of driving hazards created by tourists 2.71 2.77 61.10*
Grand mean 3.76
Environmental Natural environment 2.98 2.78 52.96*
Wildlife(plants, birds, and animals) in the local
area 2.45 2.63 37.01*
Quality of natural environment 2.65 2.81 43.59*
Level of urbanization(city-type development) in
the area 3.35 3.42 77.50*
Grand mean 3.15
Services Physical ability of local services 3.34 3.37 50.14*
Quality of local services 3.15 3.26 47.84*
Financial resources of local services 2.94 2.77 34.88*
Total mean 3.35
Community attitudes Positive attitudes of local residents toward
tourists 3.32 3.36 55.70*
Community spirit among local residents 2.95 3.15 47.23*
Pride of local residents 3.25 3.38 52.39*
Total mean 3.14
Note: * p , 0:000
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To some degree, perception of tourismimpacts may depend on individual demographic and
social characteristics. To test these relationships, researchers used t-tests to examine if
tourismbelief, evaluation, and impact responses to individual statements were in?uenced by
the socio-demographic characteristic of the respondents that can be measured with
dichotomous scales. These characteristics included gender, and if the major source of
income of the family came from tourism employment.
Although respondents employed in the tourism industry held positive attitudes toward most
tourism impacts, they did not have similar opinions on the impacts of tourism on the
Table IV T-tests of tourism evaluation by gender
Tourism evaluation t-test value
Scale categories Items Male Female Tourism evaluation
Social and cultural Demand for historical activities and programs 3.39 3.64 58.76*
Demand for cultural activities and programs 3.55 3.78 61.31*
Variety of cultural facilities and activities in the
community 3.68 3.51 66.82*
Opportunities to learn about other people and
cultures 3.58 3.48 59.15*
Awareness/recognition of the local culture and
heritage 3.40 3.52 53.66*
Variety of entertainment in the area 3.45 3.61 51.18*
Opportunities to restore and protect historical
structures 3.57 3.08 60.48*
Opportunities to meet interesting people 3.39 3.41 54.99*
Understanding of different people and cultures
by residents 3.21 3.32 43.68*
Life and variety of the community 3.48 3.68 55.58*
Grand mean 3.47
Economic Revenue generated in the local economy 3.39 3.84 63.15*
Number of jobs in the community 3.62 3.54 53.28
Personal income of local residents 3.65 3.64 64.73*
Amount of income going to local business 3.65 3.61 44.78*
Variety of shopping facilities in the area 3.43 4.06 73.98*
Investment and development spending in the
area 3.49 2.86 32.99*
Variety of restaurants in the area 3.78 3.91 66.21*
Grand mean 3.59
Crowding and congestion Level of traf?c congestion in the area 3.58 3.75 46.19*
Size of crowds that restrict what activities you do
in public areas 3.93 4.14 37.73*
Size of crowds that affect your enjoyment of
activities in public areas 3.87 3.92 41.73*
Noise level in the community 3.79 3.78 42.44*
Number of driving hazards created by tourists 3.61 3.57 38.01*
Grand mean 2.73
Environmental Natural environment 3.28 3.22 43.66*
Wildlife (plants, birds, and animals) in the local
area 2.66 2.68 33.39*
Quality of natural environment 2.82 2.84 41.03*
Level of urbanization (city-type development) in
the area 3.81 3.91 58.45*
Grand mean 2.88
Services Physical ability of local services 3.35 3.42 46.46*
Quality of local services 3.2 3.17 44.11*
Financial resources of local services 2.96 3.21 32.53*
Total mean 2.84
Community attitudes Positive attitudes of local residents toward
tourists 3.35 3.44 50.27*
Community spirit among local residents 3.1 3.3 41.29*
Pride of local residents 3.35 3.46 45.88*
Total mean 3.23
Note: * p , 0:000
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community. As the results illustrated, it is those not having tourism-related employment that
had a strong, positive perception with the changes of community attitudes toward tourism
and community spirit. These perceptions may show that Shandong as a tourism destination
still has not evolved into its annoyance-saturation stage (Doxey, 1975). In addition, those
residents employed by tourism are more in?uenced by the negative impacts because direct
contact with tourists.
The results of the t-tests indicate gender as another variable that has signi?cant association
with residents’ attitudes toward belief and evaluation as a signi?cant statistic result showed
Table V T-tests of tourism impacts by gender
Tourism impacts t-value
Scale category Items Mean S.D. Tourism impacts
Social and cultural Demand for historical activities and programs 12.42 6.24 39.80*
Demand for cultural activities and programs 13.74 6.46 42.52*
Variety of cultural facilities and activities in the
community 13.85 6.61 41.91*
Opportunities to learn about other people and
cultures 12.68 6.69 37.92*
Awareness/recognition of the local culture and
heritage 13.43 6.79 39.53*
Variety of entertainment in the area 13.97 6.46 43.21*
Opportunities to restore and protect historical
structures 11.27 7.38 30.56*
Opportunities to meet interesting people 12.37 6.20 39.89*
Understanding of different people and cultures
by residents 12.00 6.83 35.14*
Life and variety of the community 13.36 6.48 41.23*
Grand mean 12.91
Economic Revenue generated in the local economy 15.62 6.32 49.42*
Number of jobs in the community 13.36 6.86 38.96*
Personal income of local residents 14.71 6.32 46.57*
Amount of income going to local business 13.90 7.37 37.72*
Variety of shopping facilities in the area 16.14 6.08 53.04*
Investment and development spending in the
area 11.74 8.27 28.36*
Variety of restaurants in the area 15.07 6.39 47.15*
Grand mean 14.36
Crowding and congestion Level of traf?c congestion in the area 10.75 6.00 35.82*
Size of crowds that restrict what activities you do
in public areas 10.49 5.97 35.15*
Size of crowds that affect your enjoyment of
activities in public areas 10.31 6.17 *33.42
Noise level in the community 9.91 5.70 34.79*
Number of driving hazards created by tourists 9.97 6.21 32.13*
Grand mean 10.29
Environmental Natural environment 10.26 6.81 30.10*
Wildlife (plants, birds, and animals) in the local
area 8.26 6.82 24.23*
Quality of natural environment 8.77 6.45 27.16*
Level of urbanization (city-type development) in
the area 13.55 6.37 42.54*
Grand mean 10.21
Services Physical ability of local services 11.98 6.65 36.05*
Quality of local services 11.17 6.66 33.51*
Financial resources of local services 9.67 7.15 27.02*
Total mean 10.42
Community attitudes Positive attitudes of local residents toward
tourists 12.46 6.67 37.33*
Community spirit among local residents 11.19 7.11 31.47*
Pride of local residents 12.68 7.33 34.58*
Total mean 12.11
Note: * p , 0:000
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(P ¼ 0:000). More than males, female residents agreed that tourism created more social,
cultural, and environmental changes, but they evaluated these changes less optimistically
compared with male residents, which is partly explained by the female’s sensitivity to
environment and the higher education level of the female residents than males in the sample.
Signi?cant differences also existed between female and male respondents concerning
perceived economic changes incurred by tourism. Male residents felt that more economic
changes were generated by tourism and they also had a more positive opinion about these
changes than did female residents. This ?nding may point to the fact that compared to other
cultures men are often the primary breadwinners in Chinese households. This observation
may be particularly true in Shandong where traditional norms and customs prevail
compared to a rapidly changing society in other parts of China.
Regarding tourism-generated crowding and congestion, male residents were more aware of
such changes created by tourism than were female residents, and they were more
accepting of these negative changes. Conversely, female residents more likely supportive of
community changes brought by tourism, believing more than male residents that changes in
community attitudes toward tourism and community spirit were due to tourism development.
The results of a series of paired t-tests made the relationships between respondents’ tourism
belief and tourism evaluation on all items clear. As the results indicated, most respondents’
tourism beliefs were not related to their evaluations of the items. This result seems to support
Ap and Crompton’s (1998) assumption that respondents’ extent of agreement with a
statement does not necessarily correspond to a respondent’s evaluation of an item, either
positively or negatively. Therefore, the research hypothesis is partially accepted. However,
respondents’ beliefs about crowding and congestion and service domains have a signi?cant
association with their evaluation on them, showing all the p-values for these two domains less
than 0.002 except for quality of local service (0.020). In addition, respondents’ tourism
beliefs regarding the natural environment were signi?cantly associated with their evaluation
as well. This means that the level of changes were signi?cantly associated with respondents
evaluation of tourism impact. Overall, the more change, the more negative are respondents’
evaluation of tourism – a ?nding that is also found throughout the tourism literature.
Implications
Building on Ap and Crompton’s work (1998), the tourism scale is shown to be reliable. The
data illustrate the bene?ts and challenges of an emerging destination within an emerging
national tourism product. In Shandong, residents acknowledged tourism’s positive social
bene?ts such as better shopping facilities, while at the same time recognizing the negative
impact of tourism on the natural environment. This ?nding should not be considered
uncommon for an emerging destination. Residents believed that social and cultural life in
Shandong had improved, but were negative toward crowding and congestion caused by
tourism and urban growth that may be stimulated by tourism.
The study con?rms the assumption in the tourism literature that those employed in the
tourism industry are very positive about the industry’s impacts (from Pizam, 1978 to Wang
and P?ster, 2008). This ?nding is not surprising; however, in an emerging context observers
might also be tempted to argue that because those working in the tourism industry may be
unsure of the subsequent bene?ts, they may be less enthusiastic about the industry overall.
Residents possessed a positive attitude toward economic bene?ts, clearly expecting that
Shandong’s tourism industry would result in an overall better quality of life.
The results add to the literature regarding tourism and female resident attitudes toward
tourism (Harrill and Potts, 2003; Mason and Cheyne, 2000; Huttasin, 2008). It is a signi?cant
?nding that female residents evaluated tourism positively, but were more negative about the
changes associated with it. It has been suggested elsewhere in the literature that safety and
security concerns, especially in the case of females with children, result in a negative
evaluation of local environmental changes arising from increased tourism development.
Economically, men have a more positive attitude toward tourism in Shandong where
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traditional family structures still exist against the background of a rapidly changing Chinese
society.
The study indicates that most respondents’ tourism beliefs were not related to their
evaluations of tourism. This ?nding reminds us that tourism’s impacts are not equivalent to
residents’ attitudes toward changes resulting from tourism because their tourism beliefs can
differ from their evaluations. A comprehensive tourism impact index, including a tourism
belief and tourismevaluation component, is needed to determine residents’ attitudes toward
tourism development in general.
Conclusions
The data that this article presents con?rms that residents in most destinations, whether
undeveloped, developed, or developing, can identify both positive and negative impacts of
tourism development. Many residents enjoy the added shopping amenities and the
economic bene?ts that accrue from tourism. Overall, they viewed tourism impact on the
economy as positive. However, income level was not a signi?cant predictor of attitudes
toward tourism development in Shandong. In light of these ?ndings, Shandong Province
may be seen as an emerging Chinese destination where residents are positive about the
tourism industry. However, these attitudes may change over time as residents are exposed
to the negative impacts of tourism experienced in major Chinese destinations such as
Beijing and Shanghai.
A few of these negative impacts of tourism development are already starting to appear in
Shandong, and it is interesting which ones have been identi?ed early in the development
curve. For example, residents have noticed a decreased in local wildlife as tourism
development begins to change the province’s landscape. Perceived increases in traf?c
congestion may be ultimately attributed to overall economic development, although
congestion surrounding attractions can be linked directly to tourism activity. The negative
perceptions associated with crowding and congestion call for more investigation into
negative spatial impacts associated with tourism, especially in urban development contexts.
Finally, female resident reluctance to embrace the tourism industry calls for more research
attention to tourism, safety, and security. Although this observation has been shown in a few
studies, there have been little follow-on regarding relationships between tourism, safety, and
security.
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Corresponding author
Marianne Bickle can be contacted at: [email protected]
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doc_934234287.pdf
The purpose of this paper is to develop and test the reliability of six tourism scales based on
Ap and Crompton’s research.
International Journal of Culture, Tourism and Hospitality Research
Residents' attitudes toward tourism development in Shandong, China
Sujie Wang Marianne Bickle Rich Harrill
Article information:
To cite this document:
Sujie Wang Marianne Bickle Rich Harrill, (2010),"Residents' attitudes toward tourism development in Shandong, China", International
J ournal of Culture, Tourism and Hospitality Research, Vol. 4 Iss 4 pp. 327 - 339
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Special section paper
Residents’ attitudes toward tourism
development in Shandong, China
Sujie Wang, Marianne Bickle and Rich Harrill
Abstract
Purpose – The purpose of this paper is to develop and test the reliability of six tourism scales based on
Ap and Crompton’s research.
Design/methodology/approach – In order to test the scale, the authors examine differences between
genders’ tourism beliefs, tourism evaluation, and perceptions of the impact of tourism throughout
Shandong China. The sampling frame in this study includes residents over 18 years of age and living
more than a year in Shandong Province. As an experimental study, a convenience sampling method is
employed to select samples. The sample distribution of each of the 17 cities of Shandong Province
equals the multiplied products of the total samples (760) and the percentage of its population in the total
population of Shandong.
Findings – The tourism scale is shown to be reliable. The data illustrate the bene?ts and challenges of
an emerging destination within an emerging national tourism product. In Shandong, residents
acknowledged tourism’s positive social bene?ts such as better shopping facilities, while at the same
time recognizing the negative impact of tourism on the natural environment.
Originality/value – Residents’ perceptions of tourism and its impact to the community has primarily
been conducted in the USA. Of the research, limited data exists which examines differences between
genders’ perceptions of the bene?ts tourism may bring to a region. This study compares males’ versus
females’ perceptions of the changes tourism development has to the Shandong province in China. This
study offers insights into different perspectives by gender and culture.
Keywords Tourism development, Social factors, Attitudes, Culture, China, Community development
Paper type Conceptual paper
Introduction
China is expected to be the world’s leader in both inbound and outbound tourism by 2020.
While this national milestone will be symbolic of the country’s growing social and economical
clout, this change will have a profound impact on individual destinations in China. Already
there are striking disparities in tourism development in Chinese cities and provinces.
Essentially, China is perhaps on its way to becoming the world’s greatest ‘‘tourism
laboratory,’’ where researchers are able to test, monitor and con?rm or refute some of the
tourism industry’s most widely held assumptions. For example, due to varying growth rates
among different destinations, researchers will have an opportunity to add many new
development paths and models to the destination lifecycle. New patterns of supply and
demand should emerge with so many new producers and consumers of tourism goods and
services. These activities will interlink the international marketplace and gain new access
within their own country. As a result of this activity, China tourism education and scholarship
stand to bene?t.
DOI 10.1108/17506181011081505 VOL. 4 NO. 4 2010, pp. 327-339, Q Emerald Group Publishing Limited, ISSN 1750-6182
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Sujie Wang is based at
Shandong University, Jinan
City, China. Marianne Bickle
is based at the Department
of Retailing, University of
South Carolina, Columbia,
South Carolina, USA.
Rich Harrill is based at the
International Tourism
Research Institute,
University of South
Carolina, Columbia, South
Carolina, USA.
Recieved: April 2009
Revised: June 2009
Accepted: November 2009
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Research on resident attitudes toward tourism development also stems fromthis growth and
change. There are perhaps few places in the world where residents of emerging Chinese
destinations have been so quickly exposed to tourism development. This sudden exposure
raises meaningful questions concerning host-guest relationships and tourism planning.
Some residents may view tourism as an exciting new form of economic development with
few negative impacts – the so-called ‘‘clean industry’’ argument. Conversely, other
residents may be confounded at the sudden appearance of strangers among their tight-knit
social and cultural networks. The literature of residents’ attitudes toward tourism research
holds that the truth resides somewhere in-between (i.e. many residents can identify both
positive bene?ts and negative impacts). Chinese tourism research in this area will add
greatly to existing knowledge about resident attitudes toward tourism development.
This study investigates residents’ attitudes toward tourism impacts, focusing on the belief
and evaluation of impacts regarding society, economy, crowding and congestion, service,
environment, and community. These categories follow Ap and Crompton’s (1998) original
tourism impact index, although applied to an Asian setting. The study site is Shandong, an
emerging tourist destination on China’s eastern coast.
Statistics reveal that tourism in Shandong China grew steadily throughout the 1990s. By
2007, more than two million visitors annually help make the province the largest Chinese
province generator (National Bureau of Statistics in China, 2008). Many tourism researchers
believe that these attitudes and perceptions can have a pronounced in?uence on the
successful development of current and future tourism programs (e.g. Ap, 1992; Lawson
et al., 1998). Therefore, for destination development, it is important for planners to
understand both residents’ attitudes toward and evaluation of tourism impacts.
Shandong borders the Bohai Sea and Yellow Sea in the east and had a population of 92.48
million in 2007. The total area of Shandong Province is comprised of 17 districts and 139
counties covering 156.7 thousand square kilometers.
Shandong Province, known as a cradle of Chinese civilization, enjoys more than 5,000 years
of history. Tourism generating historic cultural relics unearthed in this province includes that
of Confucius and Mencius. As one of the birthplaces of ancient Chinese culture, Shandong
Province is well known for its pottery and silk industries, beautiful natural landscapes and
distinct cultural characteristics. Shandong is rapidly becoming a popular tourism
destination. The province features approximately 493 natural and built tourist attractions,
13,000 ancient archeological sites, and two World Heritage Sites. In addition, annual events
sponsored by the province include the internationally renowned World Festival of Kites and
the International Bee Fair (Schauble, 2009).
Shandong’s tourism industry is relatively new (e.g. since 1980s). Local governments
continue to make this industry a main priority well into the 1990s. In 1996, 52 million tourists
visited Shandong. By 2006, more than 1.68 billion tourists visit the Shandong Province,
resulting in a 12.8 percent increase in tourism. The tourism industry contributes 1,295 billion
RMB to the local economy (approximately $185 billion US). Shandong tourism is 5.92
percent of the province’s Gross Domestic Product (GDP) in 2006, resulting in a 20 percent
increase from 1996 to 2006 (Liang, 2007). While the signi?cant economic outcome can be
readily understood, it is less apparent what the dramatic increase in tourism has on
Shandong residents. It is important to gain an understanding of residents’ attitudes toward
tourism development to maintain the current level of tourism growth.
Residents’ attitudes toward tourism continues to be a well-researched topic throughout the
decades (e.g. Pizam, 1978; Kuvan and Akan, 2005; Tosun, 2002). Early research focuses
heavily the economic bene?ts of tourism (Mathieson, 1982; Pizam, 1978). As attitudes are
investigated throughout the decades, researchers expand their focus. Social and cultural
implications of tourism are examined. Researchers uncover perceptions and attitudes that
counterbalance the economic bene?ts of tourism. Speci?cally, potential negative social and
cultural outcomes of tourism are examined (e.g. Ap and Crompton, 1998).
Research addresses the positive and negative implications of tourism. A limited number of
studies examine the validity and reliability of the tourism impact scales (Ap, 1990). Of these
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studies (e.g. Lankford and Howard, 1994), Ap and Crompton (1998) reveal inconsistencies.
Speci?cally, the researchers reveal that Lankford and Howard’s two-factor structure (i.e.
concern for local tourism and personal and community bene?ts) is not consistent with any of
the taxonomic frameworks appearing in the tourism literature (Lankford and Howard, 1994,
p. 123). Numerous researchers examined US residents’ perceptions regarding the in?uence
of tourism on the community in the Western and Eastern areas. Girard and Gartner (1993)
examined second homeowners in Wisconsin. The data revealed that the respondents
perceived tourism as a bene?t to the community. McCool and Martin (1994) and Williams
et al. (1995) examined residents in Montana and Virginia. Residents’ length in the community
in?uenced their perception on tourism. Speci?cally, long-term residents perceived the
growth in tourism less favorably than did short-term residents.
Residents’ gender may in?uence perceptions regarding the bene?ts of tourism. Harrill and
Potts (2003) examined men and women in Charleston, South Carolina. The data revealed
that women perceived tourism development more negatively than did men. Urbanization,
crime, and decreasing security were cited by women as problems associated with tourism.
Building on perceptions of conceptual de?ciency, Ap and Crompton (1998) examine a
perception impact scale based on data fromthree Texas communities that match the social,
economic, and environmental categories appearing in the literature. The researchers’ scale
consists of a belief component asking respondents to rate the level of change associated
with 35 items and an evaluative component asking residents to rate their level of like or
dislike for each item. The authors verify social, economic, and environmental domains, as
well as four others that emerge during the compilation of the scale. Attributed include:
1. crowding and congestion;
2. services;
3. taxes; and
4. community attitude.
Ap and Crompton (1998) also indicate that community attitude domains may be expressed
as a dimension of social and cultural impact. Tax domain may be perceived as part of
generic economic impacts.
As Harrill (2004) suggests, there is a growing need to assess residents’ attitudes in places
that are beginning the tourism development process (e.g. Latin America, Africa, and Asia).
By examining residents’ attitudes in a variety of development contexts, we may then begin to
?ll in methodological gaps that may lead to more robust conceptual frameworks. In turn,
tourism planners may be better prepared to understanding resident issues and concerns
during the tourismdevelopment process. The purpose of this study is to develop and test the
reliability of six tourism scales based on Ap and Crompton’s (1998) research. In order to test
the scale, the authors examine differences between genders’ tourism beliefs, tourism
evaluation, and perceptions of the impact of tourism throughout Shandong China.
Hypotheses
H1. Male and female residents have signi?cant differences regarding tourism beliefs.
H2. Male and female residents reveal signi?cant differences in the evaluation of tourism
of Shandong Province.
H3. Male and female residents reveal signi?cant differences regarding the impact of
tourism on Shandong Province.
Data collection
Data were collected from the winter of 2007 in 17 cities located throughout Shandong
Province, which is located along China’s eastern coast. A self-administered questionnaire is
used in this study. The questionnaire, adapted fromAp and Crompton (1998), comprises two
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sections. A total of 34 attitudinal statements comprising six major categories are included in
the questionnaire. Categories include:
1. social and cultural;
2. economic;
3. crowding and congestion;
4. environmental;
5. services; and
6. community attitude.
A series of statements are presented within each category. For example, respondents’
attitudes toward the demand for historical activities and programs are examined as part of
the social and cultural category. Statements are measured on a Likert-type scale (strongly
increased or like very much ¼ 5; strong decrease or dislike very much ¼ 1) and a ‘‘don’t
know’’ (don’t know ¼ 0). Research supports the use of this measurement method in tourism
impact research due to its superior validity (convergent and discriminate) (Maddox, 1985).
A conservative response format of 50/50 percent is used to determine the sample size. To
achieve a 95 percent con?dence level and a 5 percent sampling error, the required sample
size is approximately 380 respondents (Aaker et al., 1990). A 50 percent response rate is
expected. As such, 760 questionnaire surveys are administered. The sampling frame in this
study includes all residents over 18 years of age and living more than a year in Shandong
Province. As an experimental study, a convenience sampling method is employed to select
samples. The sample distribution of each of the 17 cities of Shandong Province equals the
multiplied products of the total samples (760) and the percentage of its population in the
total population of Shandong (see Table I).
Undergraduate students in the Tourism Management Department of Shandong University
come from 13 cities of Shandong and faculty members of the department serve as data
collectors. Data collectors are to interview adult relatives and friends living more than one
year in speci?c regions to complete the survey. Respondents are asked to provide
information regarding their attitudes toward and perceptions of tourism development in their
respective communities. Of the 760 surveys, 43 are unusable and 330 are not returned. The
researchers collect 400 usable surveys, resulting in a 52 percent return rate. Surveys are
analyzed using Statistical Packages for Social Sciences (SPSS) version 15.0.
Table I Sample distributions in each city of Shandong (listed in alphabetical order)
City Percent of population Sample distribution
Bin Zhou 4.0 30
De Zhou 5.9 45
Dong Ying 2.0 15
He Ze 9.0 68
Ji Nan 6.6 50
Ji Ning 8.5 65
Lai Wu 1.4 11
Liao Cheng 6.0 46
Lin Yi 11 84
Qing Dao 8.4 64
Ri Zhao 3.0 23
Tai’an 5.9 45
Wei Hai 2.8 21
Wei Fang 9.4 71
Yan Tai 7.4 56
Zao Zhuang 4.0 40
Zi Bo 4.7 36
100 760
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Demographic pro?le
The sample is relatively balanced between genders. Men comprise 53.4 percent of the
sample and females comprise 46.6 percent of the sample. The majority of respondents (69.1
percent) arebetweentheages of 20and65. Respondents arevery familiar with theShandong
province. The majority of the respondents (59.3 percent) are lifelong residents. Persons living
in the province for ten year account for three quarters of the sample population (e.g. 76.1
percent). Of the respondents, 37.2 percent are living in the area ten years or fewer.
Respondents are well educated. The majority of respondents are graduates with a Bachelor’s
or Master’s degree (86.3 percent); the remaining are high school graduates (13.7 percent).
The majority of the sample is characterized as middle income (57.8 percent). They report an
income between 800 and 2,500 RMB (between approximately US $114 and US $357) per
month. Aminority of therespondents (7.5percent) earnasigni?cant part of family incomefrom
tourism-related jobs such as hotels, motels, restaurants, and tourism attractions.
Data analyses
Cronbach’s Alpha are conducted six times, once for each of the six scales (refer to Table II).
Tourism scales include:
1. social and cultural;
2. economic;
3. crowding and congestion;
4. environmental;
5. services; and
6. community attitude.
Results of the analysis reveal that all six scales are reliable with an alpha coef?cient in excess
of 0.74. Multiple t-tests are conducted to examine differences between male and female
residents’ attitudes regarding their beliefs toward tourism and evaluation of tourism in
general. An index is developed to measure residents’ attitude regarding the impact of
tourism. The tourism impact index is:
A
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A
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a
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b ¼ belief component.
Respondents’ attitudes toward tourism on an item equals to the multiplied score of all items
(Ap and Crompton, 1998).
Table II Reliability test of scales
Scale categories Cronbach’s alpha Rotation sums of squared loading
Social and cultural 0.88 70.205
Economic 0.82 64.602
Crowding and congestion 0.75 64.542
Environmental 0.78 57.522
Services 0.82 54.166
Community attitude 0.83 44.783
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Multiple t-tests are conducted to measure differences between male and female residents’
attitudes between the impact tourism makes on Shandong province.
Findings
Tourism beliefs
H1. Male and female residents will have signi?cant differences regarding tourism
beliefs.
Six major tourism categories are investigated based on Ap and Crompton’s (1998) tourism
scale. The categories include:
1. social and cultural;
2. economic;
3. crowding and congestion;
4. environmental;
5. services; and
6. community activities.
Multiple t-test reveal signi?cant differences between male and female residents’ beliefs
regarding social and cultural attributes related to tourism. Males hold signi?cantly higher
eight of the ten social and cultural aspects that tourism brings into Shandong province. With
the exception of cultural activities (male, M ¼ 3:66; female, M ¼ 3:69) and entertainment
(male, M ¼ 3:41; female, M ¼ 3:5) the participating males believe that tourism helps the
social and cultural aspects of the province to a greater degree than do females (p , 0:000).
Seven areas of economic development from tourism are examined. Males believe the
economic development from tourism is signi?cantly more bene?cial (p , 0:001) than do
females on six of the seven areas. Females’ beliefs exceeded males on the sole area of
variety of shopping facilities (male, M ¼ 3:87; female, M ¼ 3:92) Males and females hold
signi?cantly different beliefs regarding attitudes associated tourism’s in?uence on crowding
and congestion (p , 0:000).
Males and females hold signi?cantly different beliefs regarding the crowding and
congestion related to tourism (p , 0:000). It is interesting to note however that the beliefs
are not strong. That is, crowding and congestion related to tourism is not perceived to be a
signi?cant inconvenience or problem.
Respondents’ beliefs regarding environmental issues is examined in relation tourism is
examined. Although signi?cantly differently (p , 0:000), males and females did not believe
that tourism play a negative role on the natural environment (males, M ¼ 2:98, females,
M ¼ 2:78), wildlife (males, M ¼ 2:45, females, M ¼ 2:63), or quality of the natural environment
(males, M ¼ 2:65, females, M ¼ 2:81). Females are viewed as believing urbanizing is
in?uencedbytourismtoagreater extent thandidmales(males, M ¼ 3:35, females, M ¼ 3:42).
Three items are measured in the Services category. Signi?cant differences in beliefs
between males and females are identi?ed between all measures. Females believe the
physical ability (males, M ¼ 3:34, females, M ¼ 3:37) and quality of local services (males,
M ¼ 3:15, females, M ¼ 3:26) improve to a greater extent from tourism than do males. The
sixth and ?nal category is Community attitudes. T-tests reveal that females’ beliefs are
signi?cantly more positive than males on all three measures. Females believe tourism
generates positive local attitudes (males, M ¼ 3:32, females, M ¼ 3:36, community spirit
(males, M ¼ 2:95, females, M ¼ 3:15) and pride of local residents (males, M ¼ 3:25,
females, M ¼ 3:38) to a greater extent than do males. H1 is accepted.
Evaluation of tourism
H2. Male and female residents will have signi?cant differences regarding tourism
evaluation.
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Multiple t-tests are conducted on the measures within each of the six tourismscales whereby
respondents’ evaluation of tourism is examined. Multiple t-test reveal signi?cant differences
between male and female residents’ evaluation of tourism regarding social and cultural
attributes is revealed (refer to Tables III-V). Of the ten measures within this category, males
evaluate only three of the items signi?cantly higher than females. Males hold a higher
evaluation on variety of cultural facilities (male, M ¼ 3:68; female, M ¼ 3:51), opportunity to
learn about other people’s cultures (male, M ¼ 3:58; female, M ¼ 3:48), and opportunity to
restore and protect historical structures (male, M ¼ 3:57; female, M ¼ 3:08) than do females.
Females evaluated the in?uence of tourism higher than males on the remaining seven
attributes.
Although signi?cantly different (p , 0:001), males and females evaluate the crowding and
congesting in Shandong province as having increased as a result of tourism. Females
evaluate the crowding and congesting more critically than do males. Speci?cally, females
perceive a signi?cant increase in traf?c congestion (male, M ¼ 3:58; female, M ¼ 3:75),
crowds that restrict activities (male, M ¼ 3:93; female, M ¼ 4:14), and crowds that affect
enjoyment in public areas (male, M ¼ 3:87; female, M ¼ 3:92).
Respondents’ evaluation of the in?uence tourismhas on environmental issues is examined in
relation tourism is examined. Although signi?cantly differently (p , 0:000), males and
females only one measure is evaluated negatively. Females evaluate tourism as having a
signi?cantly stronger in?uence on the level of urbanization in the area than did males (males,
M ¼ 3:81, females, M ¼ 3:91).
Three items are measured in the services category. Signi?cant differences in evaluation
between males and females are identi?ed between all measures (p , 0:001). Females
evaluation of the physical ability of local services (males, M ¼ 3:35, females, M ¼ 3:42) and
?nancial resources of local services (males, M ¼ 2:96, females, M ¼ 3:21) improve to a
greater extent from tourism than do males. The sixth and ?nal category is community
attitudes. T-tests reveal that females’ beliefs are signi?cantly more positive than males on all
three measures. Females believe tourism generates positive local attitudes (males,
M ¼ 3:35, females, M ¼ 3:44, community spirit (males, M ¼ 3:10, females, M ¼ 3:30) and
pride of local residents (males, M ¼ 3:35, females, M ¼ 3:46) to a greater extent than do
males. H2 is accepted.
Impact of tourism
H3. Male and female residents will have signi?cant differences regarding the impact of
tourism.
The tourism index is calculated and used as a foundation to examine respondents’ attitudes
regarding tourism’s impact on Shandong province. Multiple t-tests are conducted repeated
to examine differences between genders tourism impact. The tourism impact revolves
around the six major tourism categories. Multiple t-test reveal signi?cant differences
between male and female attitudes regarding social and cultural beliefs related to tourism
impact. Specially, males hold signi?cantly different (p , 0:000) attitudes regarding the
impact of tourism on the:
B social and cultural dimension;
B economic;
B crowding and congestion;
B environmental;
B environmental;
B services; and
B community attitudes.
H3 is accepted.
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Negative responses may be indicative of rapid tourism development in a previously rural or
suburban environment. Sound management and fair judgment in the protection of wildlife
should be given attention by the provincial tourism authority. This suggests that tourism
development was considered to have an overall positive in?uence on social and cultural life
in Shandong Province, including services and sense of community. However, the results also
show that respondents are critical of congestion generated by tourism development
because such development has increased crowds, which may be perceived as restricting
residents’ activities in public areas and possibly has inconvenienced them to some extent.
Table III T-tests of tourism belief attitudes by gender
Tourism belief t-test value
Scale categories Items Male Female Tourism belief
Social and cultural Demand for historical activities and programs 3.44 3.33 57.55*
Demand for cultural activities and programs 3.62 3.46 63.27*
Variety of cultural facilities and activities in the
community 3.66 3.69 66.73*
Opportunities to learn about other people and
cultures 3.61 3.55 58.12*
Awareness/recognition of the local culture and
heritage 3.45 3.34 58.82*
Variety of entertainment in the area 3.41 3.5 54.71*
Opportunities to restore and protect historical
structures 3.69 3.43 70.79*
Opportunities to meet interesting people 3.13 2.98 61.68*
Understanding of different people and cultures
by residents 3.46 3.31 46.54*
Life and variety of the community 3.26 3.16 63.25*
Grand mean 3.53
Economic Revenue generated in the local economy 3.88 3.78 72.20*
Number of jobs in the community 3.54 3.4 57.68
Personal income of local residents 3.83 3.75 64.09*
Amount of income going to local business 3.5 3.39 50.12
Variety of shopping facilities in the area 3.87 3.92 83.88*
Investment and development spending in the
area 3.06 2.9 33.02*
Variety of restaurants in the area 3.8 3.62 79.00*
Grand mean 3.65
Crowding and congestion Level of traf?c congestion in the area 3.05 2.85 71.55*
Size of crowds that restrict what activities you do
in public areas 2.71 2.58 78.07*
Size of crowds that affect your enjoyment of
activities in public areas 2.81 2.61 81.96*
Noise level in the community 2.74 2.63 68.16*
Number of driving hazards created by tourists 2.71 2.77 61.10*
Grand mean 3.76
Environmental Natural environment 2.98 2.78 52.96*
Wildlife(plants, birds, and animals) in the local
area 2.45 2.63 37.01*
Quality of natural environment 2.65 2.81 43.59*
Level of urbanization(city-type development) in
the area 3.35 3.42 77.50*
Grand mean 3.15
Services Physical ability of local services 3.34 3.37 50.14*
Quality of local services 3.15 3.26 47.84*
Financial resources of local services 2.94 2.77 34.88*
Total mean 3.35
Community attitudes Positive attitudes of local residents toward
tourists 3.32 3.36 55.70*
Community spirit among local residents 2.95 3.15 47.23*
Pride of local residents 3.25 3.38 52.39*
Total mean 3.14
Note: * p , 0:000
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To some degree, perception of tourismimpacts may depend on individual demographic and
social characteristics. To test these relationships, researchers used t-tests to examine if
tourismbelief, evaluation, and impact responses to individual statements were in?uenced by
the socio-demographic characteristic of the respondents that can be measured with
dichotomous scales. These characteristics included gender, and if the major source of
income of the family came from tourism employment.
Although respondents employed in the tourism industry held positive attitudes toward most
tourism impacts, they did not have similar opinions on the impacts of tourism on the
Table IV T-tests of tourism evaluation by gender
Tourism evaluation t-test value
Scale categories Items Male Female Tourism evaluation
Social and cultural Demand for historical activities and programs 3.39 3.64 58.76*
Demand for cultural activities and programs 3.55 3.78 61.31*
Variety of cultural facilities and activities in the
community 3.68 3.51 66.82*
Opportunities to learn about other people and
cultures 3.58 3.48 59.15*
Awareness/recognition of the local culture and
heritage 3.40 3.52 53.66*
Variety of entertainment in the area 3.45 3.61 51.18*
Opportunities to restore and protect historical
structures 3.57 3.08 60.48*
Opportunities to meet interesting people 3.39 3.41 54.99*
Understanding of different people and cultures
by residents 3.21 3.32 43.68*
Life and variety of the community 3.48 3.68 55.58*
Grand mean 3.47
Economic Revenue generated in the local economy 3.39 3.84 63.15*
Number of jobs in the community 3.62 3.54 53.28
Personal income of local residents 3.65 3.64 64.73*
Amount of income going to local business 3.65 3.61 44.78*
Variety of shopping facilities in the area 3.43 4.06 73.98*
Investment and development spending in the
area 3.49 2.86 32.99*
Variety of restaurants in the area 3.78 3.91 66.21*
Grand mean 3.59
Crowding and congestion Level of traf?c congestion in the area 3.58 3.75 46.19*
Size of crowds that restrict what activities you do
in public areas 3.93 4.14 37.73*
Size of crowds that affect your enjoyment of
activities in public areas 3.87 3.92 41.73*
Noise level in the community 3.79 3.78 42.44*
Number of driving hazards created by tourists 3.61 3.57 38.01*
Grand mean 2.73
Environmental Natural environment 3.28 3.22 43.66*
Wildlife (plants, birds, and animals) in the local
area 2.66 2.68 33.39*
Quality of natural environment 2.82 2.84 41.03*
Level of urbanization (city-type development) in
the area 3.81 3.91 58.45*
Grand mean 2.88
Services Physical ability of local services 3.35 3.42 46.46*
Quality of local services 3.2 3.17 44.11*
Financial resources of local services 2.96 3.21 32.53*
Total mean 2.84
Community attitudes Positive attitudes of local residents toward
tourists 3.35 3.44 50.27*
Community spirit among local residents 3.1 3.3 41.29*
Pride of local residents 3.35 3.46 45.88*
Total mean 3.23
Note: * p , 0:000
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community. As the results illustrated, it is those not having tourism-related employment that
had a strong, positive perception with the changes of community attitudes toward tourism
and community spirit. These perceptions may show that Shandong as a tourism destination
still has not evolved into its annoyance-saturation stage (Doxey, 1975). In addition, those
residents employed by tourism are more in?uenced by the negative impacts because direct
contact with tourists.
The results of the t-tests indicate gender as another variable that has signi?cant association
with residents’ attitudes toward belief and evaluation as a signi?cant statistic result showed
Table V T-tests of tourism impacts by gender
Tourism impacts t-value
Scale category Items Mean S.D. Tourism impacts
Social and cultural Demand for historical activities and programs 12.42 6.24 39.80*
Demand for cultural activities and programs 13.74 6.46 42.52*
Variety of cultural facilities and activities in the
community 13.85 6.61 41.91*
Opportunities to learn about other people and
cultures 12.68 6.69 37.92*
Awareness/recognition of the local culture and
heritage 13.43 6.79 39.53*
Variety of entertainment in the area 13.97 6.46 43.21*
Opportunities to restore and protect historical
structures 11.27 7.38 30.56*
Opportunities to meet interesting people 12.37 6.20 39.89*
Understanding of different people and cultures
by residents 12.00 6.83 35.14*
Life and variety of the community 13.36 6.48 41.23*
Grand mean 12.91
Economic Revenue generated in the local economy 15.62 6.32 49.42*
Number of jobs in the community 13.36 6.86 38.96*
Personal income of local residents 14.71 6.32 46.57*
Amount of income going to local business 13.90 7.37 37.72*
Variety of shopping facilities in the area 16.14 6.08 53.04*
Investment and development spending in the
area 11.74 8.27 28.36*
Variety of restaurants in the area 15.07 6.39 47.15*
Grand mean 14.36
Crowding and congestion Level of traf?c congestion in the area 10.75 6.00 35.82*
Size of crowds that restrict what activities you do
in public areas 10.49 5.97 35.15*
Size of crowds that affect your enjoyment of
activities in public areas 10.31 6.17 *33.42
Noise level in the community 9.91 5.70 34.79*
Number of driving hazards created by tourists 9.97 6.21 32.13*
Grand mean 10.29
Environmental Natural environment 10.26 6.81 30.10*
Wildlife (plants, birds, and animals) in the local
area 8.26 6.82 24.23*
Quality of natural environment 8.77 6.45 27.16*
Level of urbanization (city-type development) in
the area 13.55 6.37 42.54*
Grand mean 10.21
Services Physical ability of local services 11.98 6.65 36.05*
Quality of local services 11.17 6.66 33.51*
Financial resources of local services 9.67 7.15 27.02*
Total mean 10.42
Community attitudes Positive attitudes of local residents toward
tourists 12.46 6.67 37.33*
Community spirit among local residents 11.19 7.11 31.47*
Pride of local residents 12.68 7.33 34.58*
Total mean 12.11
Note: * p , 0:000
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(P ¼ 0:000). More than males, female residents agreed that tourism created more social,
cultural, and environmental changes, but they evaluated these changes less optimistically
compared with male residents, which is partly explained by the female’s sensitivity to
environment and the higher education level of the female residents than males in the sample.
Signi?cant differences also existed between female and male respondents concerning
perceived economic changes incurred by tourism. Male residents felt that more economic
changes were generated by tourism and they also had a more positive opinion about these
changes than did female residents. This ?nding may point to the fact that compared to other
cultures men are often the primary breadwinners in Chinese households. This observation
may be particularly true in Shandong where traditional norms and customs prevail
compared to a rapidly changing society in other parts of China.
Regarding tourism-generated crowding and congestion, male residents were more aware of
such changes created by tourism than were female residents, and they were more
accepting of these negative changes. Conversely, female residents more likely supportive of
community changes brought by tourism, believing more than male residents that changes in
community attitudes toward tourism and community spirit were due to tourism development.
The results of a series of paired t-tests made the relationships between respondents’ tourism
belief and tourism evaluation on all items clear. As the results indicated, most respondents’
tourism beliefs were not related to their evaluations of the items. This result seems to support
Ap and Crompton’s (1998) assumption that respondents’ extent of agreement with a
statement does not necessarily correspond to a respondent’s evaluation of an item, either
positively or negatively. Therefore, the research hypothesis is partially accepted. However,
respondents’ beliefs about crowding and congestion and service domains have a signi?cant
association with their evaluation on them, showing all the p-values for these two domains less
than 0.002 except for quality of local service (0.020). In addition, respondents’ tourism
beliefs regarding the natural environment were signi?cantly associated with their evaluation
as well. This means that the level of changes were signi?cantly associated with respondents
evaluation of tourism impact. Overall, the more change, the more negative are respondents’
evaluation of tourism – a ?nding that is also found throughout the tourism literature.
Implications
Building on Ap and Crompton’s work (1998), the tourism scale is shown to be reliable. The
data illustrate the bene?ts and challenges of an emerging destination within an emerging
national tourism product. In Shandong, residents acknowledged tourism’s positive social
bene?ts such as better shopping facilities, while at the same time recognizing the negative
impact of tourism on the natural environment. This ?nding should not be considered
uncommon for an emerging destination. Residents believed that social and cultural life in
Shandong had improved, but were negative toward crowding and congestion caused by
tourism and urban growth that may be stimulated by tourism.
The study con?rms the assumption in the tourism literature that those employed in the
tourism industry are very positive about the industry’s impacts (from Pizam, 1978 to Wang
and P?ster, 2008). This ?nding is not surprising; however, in an emerging context observers
might also be tempted to argue that because those working in the tourism industry may be
unsure of the subsequent bene?ts, they may be less enthusiastic about the industry overall.
Residents possessed a positive attitude toward economic bene?ts, clearly expecting that
Shandong’s tourism industry would result in an overall better quality of life.
The results add to the literature regarding tourism and female resident attitudes toward
tourism (Harrill and Potts, 2003; Mason and Cheyne, 2000; Huttasin, 2008). It is a signi?cant
?nding that female residents evaluated tourism positively, but were more negative about the
changes associated with it. It has been suggested elsewhere in the literature that safety and
security concerns, especially in the case of females with children, result in a negative
evaluation of local environmental changes arising from increased tourism development.
Economically, men have a more positive attitude toward tourism in Shandong where
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traditional family structures still exist against the background of a rapidly changing Chinese
society.
The study indicates that most respondents’ tourism beliefs were not related to their
evaluations of tourism. This ?nding reminds us that tourism’s impacts are not equivalent to
residents’ attitudes toward changes resulting from tourism because their tourism beliefs can
differ from their evaluations. A comprehensive tourism impact index, including a tourism
belief and tourismevaluation component, is needed to determine residents’ attitudes toward
tourism development in general.
Conclusions
The data that this article presents con?rms that residents in most destinations, whether
undeveloped, developed, or developing, can identify both positive and negative impacts of
tourism development. Many residents enjoy the added shopping amenities and the
economic bene?ts that accrue from tourism. Overall, they viewed tourism impact on the
economy as positive. However, income level was not a signi?cant predictor of attitudes
toward tourism development in Shandong. In light of these ?ndings, Shandong Province
may be seen as an emerging Chinese destination where residents are positive about the
tourism industry. However, these attitudes may change over time as residents are exposed
to the negative impacts of tourism experienced in major Chinese destinations such as
Beijing and Shanghai.
A few of these negative impacts of tourism development are already starting to appear in
Shandong, and it is interesting which ones have been identi?ed early in the development
curve. For example, residents have noticed a decreased in local wildlife as tourism
development begins to change the province’s landscape. Perceived increases in traf?c
congestion may be ultimately attributed to overall economic development, although
congestion surrounding attractions can be linked directly to tourism activity. The negative
perceptions associated with crowding and congestion call for more investigation into
negative spatial impacts associated with tourism, especially in urban development contexts.
Finally, female resident reluctance to embrace the tourism industry calls for more research
attention to tourism, safety, and security. Although this observation has been shown in a few
studies, there have been little follow-on regarding relationships between tourism, safety, and
security.
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Corresponding author
Marianne Bickle can be contacted at: [email protected]
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