感知公平、社区支持感与社区参与旅游发展关系——基于社会交换理论的视角  

Relationships among Perceived Justice,Perceived Community Support and Community Participation in Tourism Development:From the Perspective of Social Exchange Theory

作　　者：胥兴安[1] 王立磊[2] 张广宇[3] 

机构地区：[1]山东师范大学商学院,山东济南250014 [2]山东青年政治学院经济管理学院,山东济南250103 [3]西南民族大学旅游与历史文化学院,四川成都610041

出　　处：《旅游科学》2015年第5期14-26,共13页Tourism Science

基　　金：国家旅游局项目"居民感知公平对社区参与旅游发展影响研究"(15TABG026);中国博士后科学基金项目"群体服务失误下顾客间‘关系’互动对抱怨的影响研究"(2015M580603);山东省高校人文社会科学项目"网络负面口碑对旅游目的地品牌资产的影响研究"(J15WB06);"渠道成员窜货行为前因研究"(J15WB21)

摘　　要：本文基于社会交换理论的视角,探讨居民感知公平对社区参与旅游发展的影响及作用机制。本文以山东省沂南县竹泉村为例,通过建立结构方程模型,对居民感知公平、社区支持感和社区参与旅游发展之间的关系进行了实证检验。研究表明:(1)分配公平、程序公平和互动公平分别对社区参与旅游发展具有正向影响,社区参与旅游发展本质上是一种社会交换过程,在这种交换过程中居民感知到被公平对待,在互惠互利原则下,为了回报这种公平对待,居民会对社区旅游发展表现出更高的参与热情;(2)分配公平、程序公平和互动公平分别对社区支持感具有正向影响,当公平感越高时,社区居民越会认为社区重视他们对旅游发展做出的贡献,越会感知到社区重视个人的价值观,越能感受到来自社区的支持和关怀;(3)社区支持感正向影响社区参与旅游发展,当居民感知到来自社区的支持和关怀程度越高时,其参与旅游发展的程度也相应越高。From the perspective of Social Exchange Theory, this essay discusses the influence and action mechanism of perceived justice on community participation in tourism development. Taking Zhuquan village in Linyi, Shandong, as an example, this research makes an empirical test of the relationship between perceived justice, perceived community support and community participation by constructing structural equation model （SEM）. The results show： （1） Perceived distribution justice, procedural justice and interactional justice exert a positive influence on community participation in tourism development respectively. Essentially, community participation in tourism development is a social exchange. If residents are aware of being treated fairly in the exchanging process, community residents will take part in tourism development more positively in return under the principle of reciprocity and mutual benefit. （2） Perceived distribution justice, procedural justice and interactional justice exert a positive influence on perceived community support respectively. The higher the justice is perceived, the more awareness of the residents that community attaches great importance to their contribution to tourism development and their personal value, the more support and care residents perceive from the community. （3） Perceived community support exerts a positive influence on community participation in tourism development. Suffice to say, when residents perceive more support and care from their community, they will take part in tourism development more positively. By enriching the theory of community participation in tourism development, this essay provides method guidance to strengthen residents＇ perceived community support and reference for improving the community participation of tourism destination.

关 键 词：感知公平 社区支持感 社区参与 旅游发展 社会交换理论 

分 类 号：F59[经济管理—旅游管理]