COMMUNITY CITIZENSHIP BEHAVIORS IN ISLAND TOURISM: INSIGHTS FROM RESIDENTS' PERCEIVED BENEFITS

Abstract Since 2004, the CPC Central Committee has issued the No. 1 Document for 20 consecutive years, focusing on " farmers、agriculture、rural areas." The "No. 1 Document" has become a proper noun that highlights rural issues, and "farmers, agriculture、rural areas" have become important issues in China under the new era of rapid economic development. This essay deals with the issues of “farmers, agriculture, rural areas” that need to be solved urgently in Zhoushan island area. zhoushan Archipelago boasts a beautiful combination of blue skies, clear seas, golden beaches, and a profound cultural heritage of Guanyin. With its rich tourism resources, the tourism industry has flourished, which has also driven the development of rural communities, as well as employment and income growth for residents. Community citizenship behaviors of residents in rural island tourism destinations play a significant role in enhancing community governance outcomes, shaping high-quality visitor experiences, and showcasing a positive rural spiritual civilization. This doctoral dissertation explores the community citizenship behaviors of residents in island tourism, focusing on the insights gained from their perceived benefits. The study begins by examining the theoretical framework that links residents' perceived benefits to their willingness to engage in community citizenship behaviors. Through a mixed-methods approach, including surveys and in-depth interviews, data were collected from residents of several island destinations. The findings reveal that residents who perceive significant economic, social, and cultural benefits from tourism are more likely to exhibit positive behaviors that contribute to the community's well-being and sustainable tourism development. The study identifies key factors such as personal gain, empathetic understanding, and place identity that influence these behaviors. Additionally, the research highlights the importance of effective communication and engagement strategies by local authorities and tourism stakeholders to enhance residents' perceived benefits and foster a sense of community ownership. The dissertation concludes with recommendations for policymakers and practitioners to develop programs that align tourism development with the preservation of local traditions and environmental sustainability, ultimately enhancing the quality of life for residents and the attractiveness of the destination for tourists.