Determinants of Resident Participation in Rural Tourism Development under the Context of Tourism Scenario Innovation

Abstract

Within the broader framework of rural revitalization, tourism scenario innovation has emerged as a critical lever for enhancing the quality and efficiency of rural tourism. However, its effective implementation depends heavily on the depth of local residents’ participation. Drawing on the Theory of Planned Behavior (TPB) and the Ladder of Citizen Participation, this study examines the mechanisms through which attitudes, subjective norms, and perceived behavioral control influence residents’ willingness and level of participation. Empirical data were collected through field investigations and questionnaire surveys conducted across seven representative villages in Zhejiang Province. The findings provide a systematic explanation of how key psychological and social factors shape participation behaviors, offering practical pathways for activating endogenous development dynamics in rural communities.