基于扩展计划行为理论的乡村旅游经营者从众行为研究——西安市上王村实证

乡村旅游是实现巩固拓展脱贫攻坚成果同乡村振兴有效衔接的重要路径选择。乡村旅游经营者的从众行为能够促进旅游地的规范化与规模化发展,但一味地盲从也必然会给旅游地造成不可挽回的损失,理性对待乡村旅游经营者的从众行为对旅游地的可持续发展意义深远。本文基于扩展的计划行为理论基本框架,引入精英影响感知和模糊情境感知两个变量,对乡村旅游经营者从众行为意向的影响因素进行实证研究,并构建乡村旅游经营者从众行为形成机制的理论模型。研究发现,行为态度、指令性规范、知觉行为控制、精英影响感知和模糊情境感知与从众行为意向呈显著正相关关系。另外,乡村旅游经营者的受教育水平对从众行为意向存在显著影响,且呈现受教育水平越高从众行为意向越低的趋势。为了进一步发展乡村旅游,助推乡村振兴,建议提升乡村旅游经营者的经营能力;发挥乡村旅游精英的信息传递与示范带动作用;落实政府的引导与监管职能;防范政府决策层的盲从行为。

Research on rural tourism operators’ conformity behaviour using an extended theory of planned behaviour: A case of Xi’an Shangwang Village

Rural tourism is an effective solution for connecting the consolidation of the achievements of poverty alleviation and rural revitalization. Rural tourism operators’ conformity behavior can promote standardization and large-scale development of tourist destinations. However, a fanatically committed behavior of operators will definitely lead to the failure of rural tourism destinations. Dealing with rural tourism operators’ conformity behavior from a rational perspective is of far-reaching significance to the sustainable development of tourist destinations. This study proposes and tests a theoretical framework to investigate the influencing factors and formation mechanism of rural tourism operators’ conformity behavioral intentions in Chinese rural communities. Results indicate that attitudes, injunctive norms, perceived behavioral control, elite influence, and ambiguous scenes have a positive impact on conformity behavioral intentions. In addition, the education background of rural tourism operators has a great negative influence on conformity behavioral intentions, which decrease as the level of education increases. In order to further develop rural tourism and boost rural revitalization, it is suggested to improve the managerial ability of rural tourism operators; to use their functions of information transmission, demonstration and promotion; to implement the government’s functions of instruction and supervision; to prevent the fanatical commitment of governments’ decision-making.