农户适应森林旅游意愿的影响因素分析——基于福建省16个森林旅游景点调研的实证检验  

Analysis on the Infl uencing Factors of Farmers’Willingness to Adapt to Forest Tourism——Empirical Test Based on Investigation of 16 Forest Tourist Attractions in Fujian Province

作　　者：邹芳芳[1] 陈秋华[2] Zou Fangfang;Chen Qiuhua(College of An’xi Tea,Fujian Agriculture and Forestry University,Quanzhou 362400;College of Management,Fujian Agriculture and Forestry University,Fuzhou 350001)

机构地区：[1]福建农林大学安溪茶学院,泉州362400 [2]福建农林大学管理学院,福州350001

出　　处：《林业经济》2020年第5期87-96,共10页Forestry Economics

基　　金：福建省社科研究基地生态文明研究中心重大项目“福建全域生态旅游省实现路径研究”(编号:FJ2019JDZ026);福建省社会科学规划项目“‘后扶贫时代’森林旅游农户适应性提升研究”(编号:FJ2019C037)。

摘　　要：森林旅游作为一种森林资源可持续利用的方式,是构成我国生态旅游的主体。森林旅游在发挥林业资源优势的同时,也成为林区农户增收致富的重要途径,但最终效果取决于农户的适应意愿。文章基于计划行为理论,构建了农户适应森林旅游意愿的结构方程模型。研究结果表明:(1)农户适应森林旅游发展遵循“个人认知→个人行为”路径,行为态度和行为控制认知对适应意愿的影响显著,主观规范的影响不显著;(2)农户适应意愿的选择取决于森林旅游带来的收益;(3)农户的自身资源禀赋状况对其适应意愿具有重要影响,受访农户普遍认为自己拥有充足的精力、时间、能力等资源有助于其适应森林旅游的相关活动;(4)森林旅游活动开展后,农户近距离接触外部事务机会增多,认知水平不断提高,其决策行为不易受外部环境的直接影响。基于此,文章提出了增强农户适应意愿的建议。首先,政府和行业管理者应根据农户的选择特性,通过开展基层培训等方式提高农户适应森林旅游的认知和技能水平;其次,政府应加大扶持力度,建立利益协调机制,促进农户与各部门之间的相互交流;最后,为了提高适应性,农户应该不断进行自我提升以更好地应对适应过程中可能出现的风险和挑战。Forest tourism,as a way of sustainable utilization of forest resources,is a major part of ecotourism in China.While exploiting the advantages of forestry resources,forest tourism has also become an important way for farmers in forest areas to increase their income,but the fi nal eff ect depends on farmers’willingness to adapt.Based on the Theory of Planned Behavior,this study constructed a structural equation model for farmers’willingness to adapt to the forest tourism.The results showed that:(1)the formation process of farmers’adaptation to forest tourism development follows the path of“individual cognition→individual behavior”,the infl uence of behavioral attitude and behavioral control cognition on adaptation intention is signifi cant,while the infl uence of subjective norms is not.(2)The choice of farmers’willingness to adapt depends on the increase in the benefi ts of forest tourism.(3)Farmers’own resource endowment has an important infl uence on their adaption intention.The surveyed farmers generally believe that they have enough energy,time,ability and other resources to adapt to the activities related to forest tourism.(4)After the development of forest tourism activities,farmers have more opportunities to get in close contact with external aff airs,and their cognitive level is constantly improved.The external environment does not directly affect their decision-making behaviors.Based on the previous results,this study proposed relevant suggestions.Firstly,the government and industry managers should improve farmers’cognition and skill level to adapt to forest tourism by carrying out grassroots training according to farmers’selection characteristics.Secondly,the government should strengthen the support,establish the benefi t coordination mechanism,and promote the mutual exchange between farmers and various departments.Finally,in order to improve adaptability,farmers should constantly improve themselves to cope with the risks and challenges that may occur in the process of adaptation.

关 键 词：森林旅游 农户 计划行为理论 结构方程模型 

分 类 号：F326.27[经济管理—产业经济] F590.75