【作者】 徐金燕；

【导师】 刘法建；

【作者基本信息】 安徽大学 ， 旅游管理， 2020， 硕士

【摘要】 作为展现乡村个性和地域文化的重要载体,民宿已成为乡村旅游创业的主要形式和典型代表。而乡村民宿发展的本质是全球化和城镇化下,对传统古村落和传统文化的一种保护,不管从民宿经营发展本身还是市场感知来说,文化在民宿发展中都是必不可少的关键元素,因此乡村民宿创业者对于地方文化的理解、利用能力以及保护意识和行为显得尤为重要。我国幅员辽阔,地域差异导致了文化多元性的存在,在不同文化规范下长大的创业者会形成不同的行为和思维方式,其文化价值观也会有所差异,因此在创业和经营过程中,创业者对异质文化的理解、利用的能力以及意愿的不同,不仅直接影响民宿的产品质量、品位和文化品牌的塑造,导致经营效益的差异,也会对其乡村文化的保护、传承行为造成影响。为此,本文通过引入文化智力概念,用以测度外来创业者对于地域文化的理解能力。此外,绩效不仅是创业者在确定创业地点和市场时考察的重点,同时对于依赖旅游收入生存地区的生计也至关重要,外来民宿创业者的文化智力是否会对其创业绩效产生影响成为管理者关心的重要问题,且文化智力影响创业绩效是一个复杂的过程,受文化价值观影响的社会责任可能会对创业者的文化智力与创业绩效之间的关系产生重要影响,不过目前,上述关系在民宿、甚至旅游行业都有待检验,并且虽然文化智力研究数量和内容迅速增长,但目前文化智力的研究对象多为一般跨文化条件下工作的员工、移民工作者等,对于以地方文化为经营方向的外来经营者和创业者的研究还不多。因此,本文以皖南徽文化核心区的黟县为案例,通过构建外来民宿创业者的文化智力、社会责任和创业绩效之间的测度模型和关系模型,探索外来民宿创业者的文化智力对创业绩效、社会责任的影响程度和作用机理。数据分析结果显示,外来乡村民宿创业者的文化智力对社会责任与创业绩效都具有显著影响,社会责任对创业绩效也有显著影响;在文化智力的四个维度中,仅有认知性文化智力对创业绩效有显著影响,元认知性、动机性、行为性文化智力对社会责任有显著影响。同时,社会责任在文化智力与创业绩效之间起到了一定的中介作用,创业经历对文化智力和创业绩效的关系有正向调节作用。研究结论表明除文化智力四个维度以外的其他假设均得到了验证,支持本文的理论模型。本文的研究结论有利于提高外来乡村民宿创业者的文化智力,帮助其快速适应新环境以及提高创业绩效,同时本文的研究将增加对乡村旅游创业行为的深入理解,并为皖南地区的民宿及乡村旅游发展提供指导和建议。更多还原

【Abstract】 As an important carrier of rural personality and regional culture,homestay has become the main form and typical representative of rural tourism entrepreneurship.The essence of the development of rural homestay is the protection of traditional ancient villages and traditional culture under globalization and urbanization.Regardless of the operation and development of the homestay or market perception,culture is an essential key element in the development of homestay,so the entrepreneur’s understanding of local culture,ability to use,and protection awareness and behavior are particularly important.China’s vast territory and regional differences lead to the existence of cultural diversity.Entrepreneurs who grow up under different cultural norms will form different behaviors and ways of thinking,and their cultural values will also differ.Therefore,in the process of entrepreneurship and business,the differences in entrepreneurs’ understanding of heterogeneous cultures,their ability to use and their willingness will not only directly affect the product quality,taste and cultural branding of the homestay,lead to differences in business benefits,but also cause protection and inheritance of their rural culture influences.To this end,this article introduces the concept of cultural intelligence to measure the ability of foreign entrepreneurs to understand regional culture.In addition,performance is not only the focus of entrepreneurial investigation when determining the location and market of the entrepreneur,but also crucial to the livelihood of areas that depend on tourism income.Whether the cultural intelligence of foreign homestay entrepreneurs will affect their entrepreneurial performance becomes a concern for managers’ important issues,and cultural intelligence affects entrepreneurial performance is a complex process,social responsibility affected by cultural values may have an important impact on the relationship between entrepreneurs’ cultural intelligence and entrepreneurial performance,but at present,the above relationship in the tourism industry has yet to be tested,and although the number and content of cultural intelligence studies are growing rapidly,the current research objects of cultural intelligence are mostly employees working under cross-cultural conditions,immigrant workers,etc.There is not much research on foreign managers and entrepreneurs who takelocal culture as their business direction.Therefore,this article takes Yixian county,the core area of the southern Anhui culture as an example,to explore the degree and mechanism of the influence of foreign homestay entrepreneurs’ cultural intelligence on entrepreneurial performance and social responsibility by constructing the measurement model and the relationship model between the cultural intelligence,social responsibility and entrepreneurial performance of foreign homestay entrepreneurs.The results of data analysis show that the cultural intelligence of foreign rural homestay entrepreneurs has a significant impact on social responsibility and entrepreneurial performance,and social responsibility also has a significant impact on entrepreneurial performance.Among the four dimensions of cultural intelligence,only cognitive cultural intelligence has a significant impact on entrepreneurial performance,while metacognitive,motivational and behavioral cultural intelligence have a significant impact on social responsibility.Meanwhile,social responsibility plays a certain mediating role between cultural intelligence and entrepreneurial performance,and entrepreneurial experience has a positive moderating effect on the relationship between cultural intelligence and entrepreneurial performance.The conclusion shows that all the hypotheses except the four dimensions of cultural intelligence have been verified and support the theoretical model of this paper.The research conclusion of this paper is to improve the cultural intelligence of foreign rural homestay entrepreneurs,help them adapt to the new environment quickly and improve their entrepreneurial performance.At the same time,it will increase the in-depth understanding of rural tourism entrepreneurial behavior,and provide guidance and suggestions for the development of rural homestay and rural tourism in southern Anhui.更多还原