【作者】 王芳；

【导师】 陈浩； 陈章华；

【作者基本信息】 安徽农业大学 ， 农业硕士（专业学位）， 2019， 硕士

【摘要】 随着乡村振兴战略的深度实施,农村产业的深度融合成为农村发展的主基调。休闲农业与乡村旅游能够在具有一定农业产业规模的基础上,深入发掘农业农村的生态涵养、休闲观光、文化体验、健康养老等多种功能和多重价值,通过整合乡村农业、人文历史资源,推动乡村资源全域化整合,最终实现乡村生态产品和服务供给。作为乡村旅游的经营者,多数是由新型农业经营主体转化而来,这部分新型农业经营主体拥有一定规模的土地,适应技术变革,熟悉和了解农村相关政策,并且拥有较高的素质,在一定程度上能整合乡村旅游资源,促进乡村旅游产业的发展,带动农村发展,实现乡村振兴。基于此,本文选取安徽省合肥市长丰县、安庆市宜秀区、宣城市旌德县的新型农业经营主体为潜在的乡村旅游开发者作为研究对象,运用TPB计划行为理论进行实证研究,为了更加完美解释旅游开发行为意向,本文将过去行为、社会支持引入计划行为理论模型,建立包括社会、经济等因素的乡村旅游开发行为意向影响因素模型。基于旅游开发者的角度,通过行为态度、行为控制认知、主观规范、过去行为、社会支持及行为意向等方面探讨新型农业经营主体参与乡村旅游开发的行为意向及影响因素。本文主要通过问卷调查及深度访谈的方式获取研究第一手数据资料,其中,共发放问卷295份,回收有效问卷276份。通过EXCEL表格对原始数据进行整理汇总,并运用SPSS软件进行描述性统计分析、信度及效度分析、因子分析、相关性分析、回归分析、单因素差异分析等,最后运用AMOS软件进行路径分析,探讨新型农业经营主体参与乡村旅游的行为意向及影响因素。研究结果表明:新型农业经营主体参与乡村旅游开发的主观规范、行为控制认知、过去行为和社会支持对行为意向具有显著正向影响关系;个人特征部分影响新型农业经营主体的行为意愿;在此基础上,本文根据实证研究结果对促进乡村旅游开发提出以下对策建议:完善乡村旅游开发制度供给;完善乡村旅游开发土地流转制度及农村建设用地制度;强化政府科学规划、管理与服务的职能;加快推进乡村旅游供给侧结构性改革;培育乡村旅游市场经营主体等;更多还原

【Abstract】 At present,the deep integration of rural industries has become the main tone of rural development.On the basis of a certain scale of agricultural industry,leisure agriculture and rural tourism can deeply explore the various functions and multiple values of ecological conservation,leisure sightseeing,cultural experience,and healthy pension in agricultural and rural areas,and integrate rural agriculture and humanistic historical resources.The regionalization of rural resources will eventually realize the supply of rural ecological products and services.As the operators of rural tourism,most of them are transformed from the main body of new agricultural management.This part of the new agricultural management entity has a certain scale of land,adapts to technological changes,is familiar with and understands rural policies,and has a high quality.To the extent that it can integrate rural tourism resources,promote the development of rural tourism industry,promote rural development,and achieve rural revitalization.Based on this,this paper selects the new agricultural management entities of Changfeng County,Hefei City,Anhui Province,Yixiu District of Anqing City,and Xuande County,Anhui Province as potential research objects,and uses TPB plan behavior theory to conduct empirical research.Perfectly explaining the intention of tourism development behavior,this paper introduces past behaviors and social support into the theoretical model of planned behavior,and establishes a model of influencing factors of rural tourism development behavior intentions including social and economic factors.Based on the perspective of tourism developers,this paper discusses behavioral intentions and influencing factors of new agricultural business entities participating in rural tourism development through behavioral attitudes,behavioral control cognition,subjective norms,past behaviors,social support and behavioral intentions.This paper mainly obtains first-hand data from questionnaires and in-depth interviews.Among them,295 questionnaires were distributed and 276 valid questionnaires were collected.The original data was sorted and summarized through the EXCEL form,and SPSS software was used for descriptive statistical analysis,reliability and validity analysis,factor analysis,correlation analysis,regression analysis,single factor difference analysis,etc.Finally,AMOS software was used for path analysis.To explore the behavior intention,influencing factors of the participation of new agricultural management entities in rural tourism.The results show that the subjective norms,behavioral control cognition,past behavior and social support of the new agricultural management entities have a significant positive impact on the behavioral intentions;the personal characteristics affect the behavioral will of the new agricultural business entities;On the basis of this,this paper proposes the following countermeasures based on the results of empirical research to promote rural tourism development:improve the supply of rural tourism development system;improve the rural tourism development land transfer system and rural construction land system;strengthen the government’s scientific planning,management and service functions;Promote the structural reform of the rural tourism supply side;cultivate the main body of the rural tourism market;更多还原