중국 웰니스 관광지 사회적 자본이 이해관계자 인식 및 공유가치 창출에 미치는 영향 연구: 중국 저장성 모간산 중심으로

A Study on the Impact of Social Capital in Wellness Tourist Destinations in China on Stakeholder Perceptions and Creating Shared Value: Focusing on Mogansan Mountain in Zhejiang Province

(Purpose) Amid China’s Healthy China 2030 policy,this study explores how Social Capital—through trust, networks, norms, and participation—— Creating Shared Value in wellness tourism. Using Moganshan(莫干山) as a case, it examines the moderating role of stakeholder perception and highlights perception gaps between tourists and residents. Findings underscore the need for stakeholder alignment to support sustainable development and offer insights for balancing community well-being with economic goals. (Design/methodology/approach) This Using survey data from residents and tourists in Moganshan (Deqing, Zhejiang), this study applied SPSS 27 to test the effects of Social Capital and the moderating role of Stakeholder Perception, using regression and interaction term analysis. (Findings) Social Capital significantly promotes creating shared value, with trust and networks especially enhancing cohesion,cultural continuity,and community health. Stakeholder Perception positively moderates this relationship, with stronger alignment amplifying outcomes. Tourists emphasize economic value, while residents are more attuned to social value. (Research implications or Originality) This research contributes to rural tourism development by clarifying the mechanisms linking Social Capital, Leadership, and Sense of Community. The findings offer theoretical and practical insights for building resilient communities and advancing sustainable tourism strategies.