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Article

Segmenting residents based on emotional reactions to tourism performing arts development

ORCID Icon, ORCID Icon & ORCID Icon
Pages 877-887 | Received 28 Mar 2019, Accepted 10 Aug 2019, Published online: 05 Sep 2019
 

ABSTRACT

To identify residents’ heterogeneity beyond a perception lens, this research seeks to cluster urban and rural residents based on their emotions, commitment and behavioral intentions toward tourism performing arts (TPA) development. A survey comprising 438 urban and 435 rural respondents was collected in Hangzhou and Yangshuo, China. A two-step cluster analysis revealed that residents’ length of residence and birthplace were the most significant model predicators. Different cluster profiles labeled as “enthusiasts”, “committed supporters”, “appraisers” and “critics” were identified. Findings provide targeted strategies to cultivate resident commitment and reduce hostility toward TPA development in different types of communities.

Disclosure statement

No potential conflict of interest was reported by the authors.

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