Mountain Outdoor Tourism and Tibetan Mountain Guides’ Place Identity: The Case of Mt. Siguniang Town

Abstract

This paper aimed to investigate the factors influencing the place identity of Tibetan mountain guides, in Mt. Siguniang Town, in the context of the development of mountain outdoor tourism. Based on Breakwell’s Place Identity Process Theory of distinctiveness, continuity, self-esteem, and self-efficacy, this paper analyzed data, collected by semi-structured interviews and the observation method, through content analysis and interpretivism. The research analysis provided the following conclusions: (1) The influencing factors on self-efficacy are economic income, family reunion, and community development; (2) The influencing factors on self-esteem are external evaluation, host–guest interaction, professional identity, and self-identity; (3) The influencing factors on continuity are career change, host–guest interaction, and personal growth; (4) The influencing factors on distinctiveness are sense of belonging and natural environment; (5) Among the factors, only influencing factors on distinctiveness had no significant association with mountain outdoor tourism. Factors regarding the other three dimensions were correlated with mountain outdoor tourism. The findings of this study could contribute to further research in mountain outdoor tourism and place identity, as well as provide references for local management and tourism development.