乡村旅游行业中农民创业绩效的影响因素研究  

Research on the Influencing Factors of Rural Tourism Enterprise Performance

作　　者：王海弘[1,2] 曹宁 李仲广[2] 何雨晴 WANG Haihong;CAO Ning;LI Zhongguang;HE Yuqing(College of Business,Liaoning University,Shenyang 110136,China;China Tourism Academy,Beijing 100005,China)

机构地区：[1]辽宁大学商学院,辽宁沈阳110136 [2]中国旅游研究院,北京100005

出　　处：《辽宁大学学报（哲学社会科学版）》2019年第5期70-80,共11页Journal of Liaoning University(Philosophy and Social Sciences Edition)

基　　金：2018年度辽宁省社会科学规划基金项目“乡村旅游视角下辽宁农民创业绩效问题研究”（L18AJL005）

摘　　要：文章将农民进行乡村旅游创业的行为视为是一个可分为“保障层—能力层—环境层—目标层”的过程,并利用辽宁省的98位乡村旅游创业者的样本数据,构建出农民进行乡村旅游创业行为影响因素模型。结果表明,旅游发展潜力以及创业环境包容程度作为外部情景因素,正向影响着乡村旅游行业农民的创业绩效;创业机会识别作为内部心理因素,直接正向影响着乡村旅游行业中农民的创业行为。在影响农民进行乡村旅游创业的因素中,创业机会识别对农民创业绩效的正向影响最大,即相较于外部情景因素的拉力,农户自身的创新意识以及创业意识更能有效抓住市场空白区域,抢占市场先机,从而提高创业绩效。基于上述结论,提出挖掘乡村旅游资源独特性、增加创业者学习与共享的机会、完善融资政策提供资金支持、提高创业者收入等建议。This paper defines the rural tourism entrepreneurship of farmers as a process that can be divided into the four successive layers of security,capability,environment and target,and constructs an influencing factor model of rural tourism entrepreneurship of farmers by using the sample data of 98 rural tourism entrepreneurs in Liaoning province.The results show that as external situational factors,tourism development potential and entrepreneurial environment tolerance positively affect the entrepreneurial performance of rural tourism industry farmers.As an internal psychological factor,entrepreneurial opportunity identification has a direct positive impact on the entrepreneurial behavior of farmers in rural tourism industry.Among the factors that affect farmers’rural tourism entrepreneurship,entrepreneurial opportunity recognition has the greatest positive impact on the entrepreneurial performance of farmers.Namely,compared with the pull of external situational factors,farmers’own innovative consciousness and entrepreneurial consciousness can more effectively seize the market gap and market opportunities,so as to improve entrepreneurial performance.Based on the above conclusions,suggestions are put forward to explore the uniqueness of rural tourism resources,increase opportunities for entrepreneurs to learn and share,improve financing policies to provide financial support,and increase entrepreneurs’income.

关 键 词：乡村旅游创业 旅游创业绩效 结构方程模型 

分 类 号：F590.3[经济管理—旅游管理]