ESP-4388

Published

2026-01-26

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Vol. 11 No. 1 (2026): Publishing

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Research Articles

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Copyright (c) 2026 Zhu Zhu, Siti Suriawati Isa, Mohd Aswad Ramlan, Qiang DanZhu Zhu, Siti Suriawati Isa, Mohd Aswad Ramlan, Qiang Dan

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How to Cite

Zhu Zhu, Siti Suriawati Isa, Mohd Aswad Ramlan, & Qiang Dan. (2026). Construction and empirical study of modified diamond model for creative tourism competitiveness in Chengdu-Chongqing region from social psychology perspective. Environment and Social Psychology, 11(1), ESP-4388. https://doi.org/10.59429/esp.v11i1.4388

Construction and empirical study of modified diamond model for creative tourism competitiveness in Chengdu-Chongqing region from social psychology perspective

Zhu Zhu

epartment of Recreation and Ecotourism, Faculty of Forestry and Environment, Universiti Putra Malaysia, 43400 UPM, Serdang; School of Management, Chongqing University of Science and Technology, Chongqing, P.R., China

Siti Suriawati Isa

Department of Recreation and Ecotourism, Faculty of Forestry and Environment, Universiti Putra Malaysia, 43400 UPM, Serdang

Mohd Aswad Ramlan

Department of Recreation and Ecotourism, Faculty of Forestry and Environment, Universiti Putra Malaysia, 43400 UPM, Serdang

Qiang Dan

College of Tourism and Geographical Science, Leshan normal University, Leshan, 614000, Sichuan, China


DOI: https://doi.org/10.59429/esp.v11i1.4388


Keywords: creative tourism; competitiveness evaluation; modified diamond model; social psychology; Chengdu-Chongqing region

Abstract

As an emerging format that deeply integrates culture and tourism, creative tourism urgently requires competitiveness evaluation to transcend traditional resource- and economy-oriented frameworks. Based on core social-psychological theoretical frameworks including social identity theory, place attachment theory, and participation theory, this study systematically improves Porter's Diamond Model by: (1) splitting the original "firm strategy, structure, and rivalry" dimension into two independent dimensions—"competitors" and "government support," with the former focusing on objective assessment of industry competition dynamics and the latter emphasizing institutional support from the policy environment, a split that better aligns with China's government-led tourism development model; and (2) integrating psychological dimensions such as cultural identity, emotional attachment, and tourist participation into the competitiveness evaluation system, thereby constructing an improved model encompassing five dimensions: creative development factors, market demand, supporting industries, competitors, and government support. Taking the Chengdu-Chongqing region as the empirical subject, the study employs analytical hierarchy process (AHP), fuzzy comprehensive evaluation method, and spatial analysis methods, conducting triangulation based on statistical data from 2022-2024, 800 tourist questionnaires, and interviews with 15 experts. The findings reveal: Chengdu's comprehensive competitiveness score of 0.8294 is significantly higher than Chongqing's 0.7912, with the two cities presenting a differentiated competitive landscape; social-psychological factors account for 42.3% of the explanatory power for competitiveness differences, remaining stable over three years (41.8% in 2022, 42.1% in 2023, and 42.7% in 2024). Comparative analysis with pre-pandemic baseline data from 2019 (40.3%) indicates that this explanatory power is not a short-term post-pandemic fluctuation but rather reflects the structural transformation of creative tourism from resource dependence to experience dependence. Among these factors, cultural identity has the highest sensitivity coefficient of 0.385. The improved model achieves a prediction accuracy of 89.7% for tourism performance, far exceeding the traditional model's 76.3%. The study confirms that social-psychological factors are the core driving force in forming creative tourism competitiveness. The improved Diamond Model provides a new theoretical framework for industry competitiveness evaluation in the experience economy era and offers scientific evidence for the Chengdu-Chongqing region to implement differentiated development and synergistic enhancement strategies.

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