农户乡村旅游从业角色选择意愿及其影响因素分析

农户参与乡村旅游经营活动的意愿及从业角色选择是农户基于利益最大化做出的理性经济决策行为,了解脱贫地区农户的乡村旅游从业角色参与意愿及其影响因素,是新时期巩固旅游扶贫成果,促进乡村旅游高质量发展、精准助力乡村振兴分类推进的重要议题。以贵州省茶园村为例,采用二元Logistic回归分析方法,从农户微观视角进行实证分析,发现：（1）81.98%的农户希望参与乡村旅游经营活动,村域旅游资源禀赋、旅游能人带动和家庭经济实力是影响农户参与意愿的关键因素。（2）农户从业角色选择意愿强烈程度依次为农家乐经营者（41.75%）>被雇佣者（35.71%）>其他配套产业生产者（20.88%）>经营投资者（4.95%）;（3）各从业角色选择意愿的影响因素差异显著,其中,资源禀赋是农家乐经营和其他配套产业从业角色选择的先决条件;家庭经济实力是农家乐经营和景区投资等经营角色选择的重要驱动力;乡村旅游服务岗位从业选择存在明显的就业路径依赖特性;而能人带动的作用出现分化,一方面对带动农户选择旅游服务就业具有积极作用,另一方面因竞争关系,对农户开展农家乐经营意愿具有一定抑制作用。

Research on farmers’ willingness of role selecting in participatingrural tourism and its influencing factors

The participation in rural tourism and the choice of practicing roles are rational decisions made by farmers based on the maximization of interests, understanding farmers’ willingness of role selection in rural tourism and the influencing factors is an important issue to consolidate the achievements of tourism poverty alleviation and to promote rural revitalization accurately in the new era. Adopting the binary Logistic regression analysis method, this paper takes Chayuan Village in Guizhou Province as an example, makes an empirical analysis from the farmers’ perspective, and finds that: (1) 81.98% of farmers are willing to participate in rural tourism, and tourism resource endowment, elite leadership and family economic strength are the key factors influencing their participation. (2) The order of practicing roles that farmers are willing to select are the following: agritainment operators (41.75%), employees (35.71%), producers of other supporting industries (20.88%), and scenic investors (4.95%). (3) The influencing factors of the willingness to choose various roles in each sub industry differ significantly. Among them, resource endowment is the prerequisite for the choice of agritainment operators and practicing in other supporting industry; economic strength is an important driving force for the choice of business roles such as agritainment operators and scenic investors; the choice of frontline jobs in rural tourism has obvious employment path dependence; the impact of elites has diverged, it improves employment power of rural tourism, whilst it constraints farmers’ willingness to operate agritainment in nearby areas due to regional competition.