老龄农户参与村集体旅游经济的行为研究——基于计划行为理论视角  

A Study on the Behavior of Elderly Farmers Participating in Village CollectiveTourism Economy: From the Perspective of Planned Behavior Theory

作　　者：郭舒[1] 李修远 GUO Shu;LI Xiuyuan(Business School,Faculty of Economics,Liaoning University,Shenyang 110036,China)

机构地区：[1]辽宁大学经济学部商学院,辽宁沈阳110036

出　　处：《辽宁大学学报（哲学社会科学版）》2022年第5期67-76,共10页Journal of Liaoning University(Philosophy and Social Sciences Edition)

基　　金：国家社科基金项目“旅游产业加速脱贫的机制及其效果评估研究”(19BGL146)。

摘　　要：探究并破解老龄农户参与村集体旅游经济的阻碍,是激发老龄化乡村活力实现乡村振兴的重要课题。文章基于计划行为理论,采用问卷调查和深入访谈的方式,依据主观规范、行为态度和感知行为控制的逻辑建立结构方程,探讨新阳村老龄农户参与村集体旅游经济行为的形成机制。研究结果发现,老龄农户的主观规范路径系数最大,行为态度次之,感知行为控制的路径系数最小。其中行为态度和主观规范对老龄农户旅游参与行为产生正向影响,感知行为控制对老龄农户旅游参与行为产生负向影响。老龄农户旅游参与行为呈现阶段性特征,随着主观规范和行为态度的影响作用加深,老龄农户逐渐转向低体力耗费的旅游参与行为,由家庭经营性收入向财产性收入转变。村集体应充分调动老龄农户旅游参与意识,积极搭建老龄农户参与旅游经济的平台,培育和提高老龄农户的技术水平和专业能力,促进老龄农户积极参与村集体旅游经济。It is an important task to stimulate the vitality of aging villages and realize rural revitalization to explore and break the obstacles of aging farmers'participation in village collective tourism economy.Based on the theory of planned behavior,this paper adopts the methods of questionnaire survey and in-depth interview,to establish a structural equation model according to the logic of subjective norms,behavioral attitudes and perceived behavioral control,and to explore the formation mechanism of elderly farmers'participation in village collective tourism economic behavior in Xinyang Village.The results show that the path coefficient of the elderly farmers'subjective norms ranks top,followed by the behavioral attitude,and the path coefficient of the perceived behavioral control.Among them,behavioral attitude and subjective norms have a positive impact on the tourism participation behavior of elderly farmers,while perceived behavioral control has a negative impact on the tourism participation behavior of elderly farmers.The tourism participation behavior of the elderly farmers shows phased characteristics.With the deepening influence of subjective norms and behavioral attitudes,the elderly farmers gradually turn to the tourism participation behavior with low physical consumption,with the transition from household operating income to property income.The village collective should fully mobilize the consciousness of the elderly farmers'participation in tourism,actively build the platform for the elderly farmers to participate in tourism economy,cultivate and improve the technical level and professional ability of the elderly farmers,and promote the elderly farmers to actively participate in the village collective tourism economy.

关 键 词：计划行为理论 老龄农户 旅游参与行为 结构方程模型 新阳村 

分 类 号：F592[经济管理—旅游管理] F323[经济管理—产业经济]