Emotional responses toward Tourism Performing Arts Development: A comparison of urban and rural residents in China

In contrast to the substantial work on resident perceptions toward tourism development, relatively little is known about residents' emotional responses. By applying cognitive appraisal theory, this study aims to identify the causes and consequences of resident emotions toward Tourism Performing Arts (TPA) developments across urban and rural communities. Based on a quota sampling method, surveys of 438 and 435 residents were undertaken in two typical urban (Hangzhou) and rural (Yangshuo) TPA destinations in China. Results revealed that rural residents reported a higher intensity of positive emotions and were more supportive towards TPA development. Positive emotions (i.e., happy, loving and grateful) for rural and urban residents were elicited by outcome desirability, fairness, and coping potential whereas negative emotions were generated differently. Complex emotions, rather than specific emotions were found to be related behavioral intentions towards TPA development. Findings suggest targeted strategies such as promoting TPA in urban communities and offering preferential local access for rural communities.