TOURISM DESTINATION RESIDENTS' PERCEPTIONS AND ATTITUDES TOWARD TOURISM FESTIVAL: TAKE THE LANTERN FESTIVAL IN MIYI COUNTY AS AN EXAMPLE

Abstract

The attitude of local residents towards organizing local tourism festivals is crucial to the development of a place. This paper uses quantitative analysis methods to study the perception and attitude of residents in Miyi County towards the impact of the Lantern Festival in Miyi. Then, this study analyzes the specific content of residents' perceptions, residents' attitudes, and the relationship between perception and attitude. In the research process, a questionnaire survey was used to collect effective data, factor analysis was used to analyze residents' specific perception content, and cluster analysis was used to analyze residents' attitudes; Regression model was used to analyze the relationship between perception and attitude.

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