面向乡村振兴的农旅融合社会驱动模型构建——以广东省肇庆市为例  

Social Driven Model Construction of Agri-tour Industry Convergence towards the Rural Revitalization——A Case Study of Zhaoqing,Guangdong Province

作　　者：卢东辉 陈东旭 陈嘉琪 Lu Donghui;Chen Dongxu;Chen Jiaqi(Guangdong Polytechnic College,Zhaoqing 526100,Guangdong;City University of Macao,Macao 999078 China;Zhaoqing Bureau of Culture,Radio,Film,Tourism and Sports,Zhaoqing 526100,Guangdong)

机构地区：[1]广东理工学院,广东肇庆526100 [2]澳门城市大学,中国澳门999078 [3]广东肇庆市文化广电旅游体育局,广东肇庆526100

出　　处：《农业展望》2021年第10期135-141,共7页Agricultural Outlook

基　　金：2018年度广东省哲学社会科学规划学科共建项目“乡村振兴视域下农产品地理标志品牌战略研究”(GD18XGL27);2018年广东省普通高校特色创新类项目“产业融合与乡村振兴:地理标志农产品的战略选择”(2018WTSCX182);肇庆市哲学社会科学“十三五”规划项目“面向乡村振兴的肇庆旅游业与农业融合驱动机制研究”(19ZC-42);2019年广东理工学院“创新强校工程”科研项目“粤港澳区域品牌创新团队”(2019GKJTD002);2019年广东理工学院“创新强校工程”科研项目“粤港澳大湾区视域下广东乡村旅游可持续发展策略研究”(2019GKJSK001)。

摘　　要：面向乡村振兴的农旅融合正在中国遍地开花,但存在融合开发程度不够深入的问题,当务之急要挖掘农旅融合驱动力。关于农旅融合驱动力的已有研究主要聚焦在制度驱动和经济驱动两个方面。以广东肇庆市的农旅融合进展为例,探讨来自社会层面的农旅融合驱动力,建议用计划行为理论改善融合主体的态度、群体规范和提升融合参与能力,以及鼓励企业履行社会责任等措施解决农旅融合深度不够的问题;通过鼓励监管服务部门人员组织公民行为缓解跨部门管理冲突的现象。在此基础上,构建了农旅融合社会驱动模型,指出各地应借助制度驱动、经济驱动和社会驱动3个层面的动力开展更为广泛而深入的农旅融合,加快中国乡村振兴的步伐。The convergence between agriculture industry and tourism industry towards rural revitalization is booming all over China,but there still needs improvement,and it is urgent to tap the driving force of the integration of agriculture and tourism.The existing researches on the driving force of rural-tourism integration mainly focus on institutional driving and economic driving.Taking the integration progress of rural tourism in Zhaoqing,Guangdong province as an example,the driving force of rural tourism integration from the social level was discussed,and constructive countermeasures were put forward to improve the attitude of the integrated main body,group norm and the ability of integration participation by using the Theory of Planned Behavior,and to encourage enterprises to fulfill social responsibility,so as to solve the problems of not in-depth of rural tourism integration,and mitigate the phenomenon of cross-sectoral conflict management by encouraging the organization of civic behavior by members of the regulatory services.Based on this,a social-driven model of agri-tour integration was built,and it was pointed out that local governments should carry out broader and deeper agri-tour integration with the help of institutional-driven,economic-driven and social-driven,so as to accelerate the pace of rural revitalization in China.

关 键 词：农旅融合 驱动模型 社会驱动力 休闲农业 乡村旅游 乡村振兴 

分 类 号：F327[经济管理—产业经济] F592.7