Estimation of Residents' Subjective Well-being and Pro-tourism Behavior in Tourist Destinations: A Case Study of Wulong Village, Langzhong City

Residents constitute the core stakeholders in tourist destinations such as traditional villages, with their subjective well-being serving as a pivotal determinant for the sustainable development of tourist destinations and the enhancement of tourism quality and efficiency. Wulong Village of Langzhong City is chosen as a case site, and an index system through literature analysis is constructed, anchored in social exchange theory. Some mathematical methods are utilized for a comprehensive analysis of residents' subjective well-being level, influence factors and the relation between subjective well-being and pro-tourism behavior. The findings reveal that: (1) Both the explicit driving factors and the recessive association factors demonstrate positive correlations with residents' subjective well-being and pro-tourism behavior. Residents exhibit a pronounced focus on future-oriented dimensions, with the spiritual facets of these dimensions directly shaping their pro-tourism behavioral tendencies; (2) The weight values of explicit driving factors correspond to the ranking of measurement index values, whereas coefficient of variation values show significant fluctuations, exerting a substantial moderating effect on pro-tourism behaviors; (3) Recessive associative factors exert both significant positive and negative impacts on residents' subjective well-being and pro-tourism behaviors, while educational attainment functions as an explicit or implicit transmission mechanism, influencing the emotional cohesion underlying residents' pro-tourism behaviors; (4) Residents' subjective well-being and pro-tourism behaviors across four explicit driving dimensions (material well-being, livelihood security, self-worth, and future expectations) significantly and positively influence pro-tourism behaviors. Additionally, senses of gain act as intermediary drivers for pro-tourism behaviors, generating positive supportive effects that facilitate local tourism development.