【作者】 周波；

【导师】 周玲强；

【作者基本信息】 浙江大学 ， 旅游管理， 2019， 博士

【摘要】 乡村旅游在推动乡村经济结构转型、扩大乡村居民就业渠道、促进地方经济繁荣发展等方面发挥了重要作用。因此,世界各国纷纷将发展乡村旅游作为提振乡村地区社会经济发展的重要凭借,我国更是将乡村旅游作为推进“乡村振兴”国家战略的重要抓手。乡村旅游产业的持续发展离不开社区居民的支持,如何能让居民一如既往地支持旅游发展是乡村旅游业界和学界长期关注的重要课题。以往研究大多依托社会交换理论,基于“成本—收益”比较和“积极—消极”影响评价的逻辑,对社区居民旅游支持态度的驱动机理进行分析。然而,这种研究视角将居民视作理性决策的“经济人”,假设不同的居民对于旅游发展带来的收益与损耗有相同的认知和理解水平,且能够做出理性的决策,却忽略了个体认知能力的差异。在产业发展实践中,我国乡村旅游发展欣欣向荣的背后开始呈现出社区居民个体自我提升能力遭遇瓶颈的现实困境,在某种程度上制约了乡村旅游的发展和居民旅游支持态度的提高。因此,需要从有限理性的角度,将社区居民视为具有不同认知能力的个体,探索通过提高社区居民的个体能力进而提升居民旅游支持态度的理论规律与实践路径。“知识转移”是提升社区居民认知能力的重要途径。近来,一些学者注意到知识转移对提升社区居民旅游支持态度的积极效用。研究发现,知识转移有助于提高居民的认知能力与旅游经营管理水平,并获得更高的价值回报,还能增强社区解决旅游发展事务的能力,提升社区居民的自豪感和认同感,形成居民对旅游发展的凝聚力,进而提高居民支持旅游发展的态度。社区居民之间的知识转移是一种典型的非正式个体间知识转移的形式,其核心在于人与人之间的信任与社会交往,社会资本成为促进居民之间知识转移的重要动力。尽管对于社会资本、知识转移和社区居民旅游支持态度之间的关系已经有了初步的认识,但已有相关研究较为零散,缺乏系统的理论探讨和经验证据的支持。基于此,本研究将社会资本理论和知识转移理论相结合,纳入社区居民旅游支持态度的研究,构建了一个“社会资本-知识转移-居民旅游支持态度”的概念模型,并进行实证检验,为社区居民旅游支持态度的形成机理提供另外一个视角的解释。本研究以浙江省湖州市四个乡村旅游聚集地的社区居民为研究对象,采用定量方法为主、定性方法为辅的混合研究设计,通过对社区居民的深度访谈收集质性资料,同时通过问卷调查搜集量化数据。围绕研究目的,本文基于以下三个方面的内容展开具体研究:首先,采用定性设计,通过案例研究和35位居民的深度访谈,检视在乡村旅游情境下社区居民知识转移的类型和表现形式,梳理影响知识转移的因素以及知识转移对居民旅游支持态度的关系,初步探索和构建起“社会资本-知识转移-居民旅游支持态度”的“潜在影响关系”。其次,采用定量设计,通过608位居民问卷数据的大样本实证研究,检验社会资本、知识转移和居民旅游支持态度之间的理论关系,使案例研究中有待进一步深度论证的“潜在影响关系”凝练为具备理论基础的“现实逻辑理论关系”,从而构建起完整的“社会资本-知识转移-居民旅游支持态度”概念模型。最后,采用比较研究设计,通过研究居民个体差异在社会资本、知识转移和旅游支持态度关系的影响变化,比较不同居民在性别、年龄、学历等方面的特征在社会资本、知识转移和旅游支持态度影响关系中的差异效应。本研究的主要结论包括以下三点:(1)乡村旅游地社区居民之间存在知识转移现象,社会资本是影响社区居民旅游支持态度和知识转移的关键因素,且社会资本主要体现在人际信任、互惠合作、共同愿景三个层面。同时,发现知识转移对社区居民旅游支持态度存在积极影响。在此基础上,初步构建了“社会资本-知识转移-居民旅游支持态度”的潜在关系。(2)证实了社会资本、知识转移、居民旅游支持态度之间的影响关系。具体而言,基于大样本的实证研究发现,社会资本对社区居民旅游支持态度具有积极影响。同时,社会资本对知识转移、知识转移对社区居民旅游支持态度均具有较强的正向影响作用。于此,构建起完整的“社会资本-知识转移-旅游支持态度”的理论分析框架。(3)社区居民个体特征在社会资本、知识转移和旅游支持态度关系中影响差异较为明显。基于个体特征的差异比较研究发现,从性别差异来讲,女性居民比男性居民更加重视社会资本对知识转移和旅游支持态度的影响,而关于知识转移对旅游支持态度影响,两者差异不大;从年龄差异来看,在知识转移对旅游支持态度的影响关系中,老年居民显示了最强的效应;青年居民则更加认可人际信任对知识转移和旅游支持态度的影响,中年居民更加认同互惠合作与共同愿景对旅游支持态度的影响。从学历划分的差异来讲,非大学学历居民更加认同知识转移对居民旅游支持态度的积极影响,大学学历居民则更加认同人际信任和互惠合作对知识转移和旅游支持态度的影响。本文立足于乡村社区情境,将社区居民视为兼具“经济人”、“社会人”和“知识人”的“三元角色”的个体,构建了“社会资本-知识转移-居民旅游支持态度”的概念模型,为未来社区居民旅游支持态度领域的研究提供了一个新的研究思路。同时,提出居民的知识是影响旅游地生命周期的重要变量,促成了关于旅游地生命周期影响因素的“内因说”与“外因说”两种平行视角的对话,充实了旅游地生命周期理论的内涵。本文的研究结论对促进乡村旅游产业可持续发展的政策制定和管理实践具有一定的启示:(1)地方政府和产业管理部门应引导社区居民之间建立“旅游互助小组”,实现旅游产品和旅游服务供应联动化,避免居民资源闲置,强化居民之间的关系连带,促进居民间的社交互动;(2)地方政府应联合社区引导居民建立“社区学习社团”,形成社区居民之间知识转移活动“组织化”和“常态化”的模式,以知识促提升,提升居民支持旅游发展的态度,推动乡村旅游发展内涵式发展。(3)旅游管理部门应主动承担起“知识中介”的作用,不仅要在乡村社区内架起不同居民和不同知识源转移的“桥梁”,未来还应在整个旅游领域鼓励跨行业、跨专业、跨部门的知识转移,提高整体旅游业发展的知识水平;(4)地方政府和产业管理部门应该积极培育社区社会资本,充分发挥社会资本在促进知识转移方面的积极效应,培养乡村精英,激发和凝聚乡村旅游发展的合力。整体而言,本文的研究结论为破解乡村旅游发展过程中“居民知识存量低”、“乡村旅游发展质量低”、“居民旅游经营重单干、轻合作”等障碍性问题,为促进乡村旅游健康持续发展提供了创新路径。更多还原

【Abstract】 Rural tourism has played an important role in promoting the transformation of rural economic structure,expanding the employment channels of rural residents,and promoting the prosperity and development of local economy.Therefore,countries all over the world have taken the development of rural tourism as an important means to boost social and economic development in rural areas,and China has taken rural tourism as an important grasp to promote the rural revitalization strategy.Sustainable development of rural tourism industry depends on the support of community residents.How to enable community residents to support tourism development as always is an important issue of long-term concern to the rural tourism industry and academia.Previous studies mostly rely on social exchange theory,based on the logic of"cost-benefit" comparison and "positive-negative" impact assessment,to analyze the driving mechanism of community residents’tourism support attitude.However,this perspective regards residents as "economic people" in rational decision-making,assuming that different residents have the same level of cognition and understanding of the benefits and losses brought about by tourism development,and can make rational decisions,which ignores the differences among individual cognitive ability.In the practice of industrial development,the prosperous development of rural tourism in China has begun to show the real dilemma that the individual self-improvement ability of community residents encounters bottlenecks.To a certain extent,it restricts the development of rural tourism and the improvement of residents’tourism support attitude.Therefore,it is necessary to regard community residents as individuals with different cognitive abilities from the perspective of bounded rationality,and explore the theoretical laws and practical paths to enhance residents’tourism support by improving their individual abilities.Knowledge transfer is an important way to enhance community residents’cognitive ability.Recently,some scholars have noticed the positive effect of knowledge transfer on enhancing the support attitude of community residents.The studies found that knowledge transfer helped to improve residents’cognitive ability and tourism management level,and to obtain higher value returns.It also strengthens the community’s ability to solve tourism development issues,promotes residents’sense of pride and identity,and forms residents’cohesion to tourism development,thereby enhancing residents’ support for tourism.Knowledge transfer among community residents is a typical informal form of knowledge transfer among individuals.Its core lies in trust and social interaction among people.Social capital has become an important driving force to promote knowledge transfer among residents.Although there is a preliminary understanding of the relationship between social capital,knowledge transfer and community residents’ tourism support attitudes,relevant studies are scattered and lack of systematic theoretical discussion and empirical support.Based on this,this study combines the theory of social capital and knowledge transfer into the study of community residents’ tourism support attitude,constructs a conceptual model of "social capital-knowledge transfer-residents’ tourism support attitude ",and carries out empirical tests to provide another mechanism for the formation of community residents’ tourism support attitude.In this study,the community residents in four rural tourism agglomerations in Huzhou City,Zhejiang Province,were selected as the research object.The qualitative data were collected through in-depth interviews with community residents,and the quantitative data were collected through questionnaires.Focusing on the purpose of the study,the following three aspects are studied in detail.Firstly,through qualitative design,case studies and in-depth interviews with 35 residents,this paper examines the types and manifestations of knowledge transfer among community residents in rural tourism context,combs out the factors influencing knowledge transfer and the relationship between knowledge transfer and residents’ tourism support attitude,and preliminarily explores and constructs the potential impact relationship of "social capital-knowledge transfer-residents’ tourism support attitude ".Secondly,the quantitative design is used to test the theoretical relationship among social capital,knowledge transfer and residents’attitude toward tourism support through a large sample of 608 residents’ questionnaires.Therefore,a complete theoretical analysis framework of "social capital-knowledge transfer-residents’tourism support attitude" is constructed.Finally,a comparative study was designed to compare the effects of individual differences on the relationships among social capital,knowledge transfer and tourism support attitudes.The main conclusions of this study include the following three points:(1)There is a phenomenon of knowledge transfer among residents in rural tourism areas.Social capital is the key factor affecting the knowledge transfer and tourism support attitude of residents in rural tourism areas.Social capital is mainly reflected in three levels:interpersonal trust,reciprocity cooperation and shared vision.Meanwhile,it is found that knowledge transfer has a positive impact on community residents’ tourism support attitude.At the same time,the potential relationship of"social capital-knowledge transfer-residents’tourism support attitude" is preliminarily constructed.(2)This study confirmed the relationships among social capital,knowledge transfer and residents’ tourism support attitude.Specifically,empirical research based on large sample shows that social capital has a positive impact on knowledge transfer and tourism support attitude of community residents.At the same time,knowledge transfer has a strong positive impact on community residents’ attitude towards tourism support.Therefore,a complete conceptual model of "social capital-knowledge transfer-tourism support attitude" is constructed.(3)Individual characteristics of community residents have significant differences in the relationships among social capital,knowledge transfer and tourism support attitude.Based on the comparative study of individual characteristics,it is found that female residents pay more attention to the influence of social capital on knowledge transfer and tourism support attitude than male residents in terms of gender differences,while there is little difference in the influence of knowledge transfer on tourism support attitude.The elderly residents showed the strongest effect in the relationship between attitudes,while the young residents more recognized the impact of interpersonal trust on knowledge transfer and tourism support attitude,and the middle-aged residents recognized the more impact of reciprocal cooperation and shared vision on tourism support attitude.In terms of the differences in academic qualifications,non-university-educated residents more agree with the positive impact of knowledge transfer on residents’attitude toward tourism support,while university-educated residents more agree with the impact of interpersonal trust and reciprocal cooperation on knowledge transfer and attitude toward tourism support.Based on the rural community situation,this paper regards community residents as the "economic person","social person" and "knowledge person" with the "triple role" of the individual,and constructs the conceptual model of "social capital-knowledge transfer-residents’tourism support attitude",which provides a research ideas for future research in the field of community residents’ tourism support attitude.At the same time,it is pointed out that residents’knowledge is an important variable affecting the life cycle of tourist destination,which facilitates the dialogue between the two parallel perspectives of "internal cause theory" and "external cause theory" on the influencing factors of tourist destination life cycle,and enriches the connotation of the life cycle theory of tourist destination.The conclusions of this paper have some enlightenment to the policy formulation and management practice of promoting the sustainable development of rural tourism industry:(1)Local government and industry management departments should guide the community residents to establish "mutual tourism assistance group" to realize the linkage of tourism products and tourism services,avoid the idleness of resident resources,and strengthen Secondly,local governments should unite communities to guide residents to establish "community learning associations" and form a"organizational" and "normalized" model of knowledge transfer activities among community residents,promote the promotion of knowledge,enhance residents’attitude to support tourism development,and push forward.The development of rural tourism is connotative development.(3)Tourism management departments should take the initiative to play the role of "knowledge intermediary",not only to set up "bridges"between different residents and different knowledge sources in rural communities,but also to encourage cross-industry,cross-professional and cross-sectoral knowledge transfer in the whole tourism field in the future,so as to improve the knowledge level of the overall tourism development;(4)Local governments and industry management departments should actively cultivate community social capital,give full play to the positive effect of social capital in promoting knowledge transfer,cultivate rural elites,and stimulate and cohesive the joint efforts of rural tourism development.On the whole,the conclusion of this paper provides an innovative way to promote the healthy and sustainable development of rural tounsm,which solve the obstacles in the development of rural tourism,such as low knowledge stock of residents,low quality of rural tourism development,and the emphasis of tourism management on doing things alone and neglecting cooperation.更多还原