Residents' Perception of Tourism Impacts: A Case Study of Homestay Operators in Dachangshan Dao, North-East China

ABSTRACT Dachangshan Dao represents one of China's latest moves to develop tourism in the coastal zone. This paper examines how homestay operators on Dachangshan Dao perceive the tourism impact on their community and how their social demographics influence their perception towards tourism. Using factor analysis the impacts on the local community perceived by the homestay operator were condensed into seven factors: economic impacts, the interaction between tourism and other sectors, life quality improvement, general physical environment deterioration, beach degradation, sea water pollution, and interruption to quiet life. Concurrently, all respondents were segmented into four groups according to social demographics (gender, age, education level and occupation) by cluster analysis and the relationship between seven factors concerning tourism's impacts and those four cluster groups with different social demographics were established.