乡村旅游开发中女性村官参与行为影响机理研究--以湖南省女性村官为例

随着我国乡村旅游进入新的发展阶段，乡村旅游开发的组织机制问题越发引人关注，女性参与乡村旅游开发已经成为不争的事实，女性村官对乡村旅游开发的决策作用日渐显著。因此，乡村旅游开发中女性村官参与行为影响机理研究对于深入研究乡村旅游开发组织机制问题，促进我国乡村旅游可持续发展意义重大。文章在改进计划行为理论（TPB）模型基础上构建乡村旅游开发女性村官参与行为意向影响框架，以282位湖南女性村官的调查问卷为数据来源，应用结构方程模型（SEM）对女性村官参与乡村旅游开发行为意向的影响机理进行研究。研究发现：（1）女性村官对于借助旅游开发带动农村经济发展的参与行为意向较高；（2）主观规范、行为控制认知以及参政特征3个变量对乡村旅游开发中女性村官参与行为具有显著的影响，影响系数分别为0.406、0.258和0.250，其中，主观规范影响最大；（3）女性村官参与旅游开发的行为态度对行为意向没有直接影响，而是通过参政特征变量间接影响行为意向；行为态度的中介作用变得更为复杂，这与已有计划行为研究不同。

Participatory Behavior of Women Village Officials in Rural Tourism:A Case Study in Hunan Province

(1. College of Tourism, Hunan Normal University, Changsha 410081, China;2. School of Community Resources and Development, Arizona State University, Phoenix 85004, USA)
Rural tourism is not only an important context for tourism development, but also one of the best ways to promote rural social and economic transformations. This is particularly important in China, where rural development has come to the fore in recent years. Driven by the power of government regulations and market demand, Chinese rural tourism is already commonplace, and the issues associated with the organizational mechanisms of rural tourism development have become a critical topic of academic and industry debate. One such contemporary issue is the role of female village officials in policy-making. This is increasingly significant in rural tourism development, and women’s roles in affecting the organizational mechanisms of rural tourism are of paramount importance today. However, much current research pays attention only to the economic impact of rural tourism on women, which is far from the truism that rural tourism should reflect women’s principles, including women’s care and women’s values. Women’s participation, especially female village officials, has an obvious impact on the organization and function of rural tourism development. Thus, it is necessary to conduct research into the influential factors and mechanisms of participation by female village leaders in rural tourism.
This paper aims to develop a theoretical framework of participation intentions of women village officials in rural tourism through the use of the theory of planned behavior (TPB) and to expand the TPB by adding the specific variable of“characteristics of political participation”, which is used to represent the specific status of female officials. Questionnaires were the main source of data, and a structural equation model (SEM) was applied to analyze the empirical information, derived from 282 women officials in Hunan Province, China. The research reveals a number of important findings. First, female village officials’ intention to develop rural tourism is strong. Second, subjective norms, perceived behavioral control and the characteristics of political participation significantly influence female participation behavior in rural tourism development, with coefficients being 0.408, 0.258 and 0.250 respectively, and subjective norm having the strongest impact. The variable characteristic of political participation has an obvious effect on behavior during their participation, which has not been found in previous research. Third, behavioral attitude has no direct impact on behavioral intention, but it can affect behavioral intention through the characteristics of political participation indirectly. The intermediary role of behavioral attitude in this model becomes more complicated, which is different from the findings in previous studies. To promote rural tourism development and improve organizational efficiency, the attitudes of women village officials need to be translated into their responsibilities and abilities, which can then affect their participatory behavior. Finally, several suggestions are provided to stimulate and guide female participation in rural tourism development. These include identifying and playing the guiding role of surrounding women officials with supportive people, especially senior government officers;enhancing women’s self-awareness of village resources and tourism endowments; and improving their capability of becoming involved in rural tourism by stimulating a desire and interest in participating more meaningfully.