The Impact of Social Environment Perception on Relative Deprivation among Residents in Rural Tourism Destinations

The sustainable development of rural tourism requires not only active participation from the government and enterprises but is also closely tied to the attitudes of local residents. This study, grounded in the theories of relative deprivation and social comparison, focuses on the residents living near the Jinshi Gorge Scenic Area in Shangluo City. We constructed a structural equation model to explore how residents’ perceptions of the social environment in rural tourism influence their sense of relative deprivation, enhance their happiness, and ultimately promote the sustainable development of rural tourism. The study’s findings reveal the following: (1) that demographic characteristics, including age, education level, and annual income, significantly influence residents’ perceptions of their social environment, particularly their sense of group identity, social support, and feelings of inequality. (2) Levels of relative deprivation vary significantly across different demographic groups. (3) There is a strong positive correlation between individual cognitive relative deprivation and individual emotional relative deprivation. Similarly, group cognitive relative deprivation positively predicts group emotional relative deprivation. (4) Experiences of discrimination, feelings of inequality, and strength of group identity emerge as significant predictors of both individual and group-level cognitive and emotional relative deprivation. (5) Social support has a significant negative effect on individual cognition, individual emotions, group cognition, and group emotional relative deprivation.