乡村旅游住宿业本地经营者金融行为研究——对计划行为理论的调整  

Financial Behaviors of Local Operators in Rural Tourism Accommodation Industry:Based on an Adjusted Theory of Planned Behavior

作　　者：刘光泽 翁时秀[1] LIU Guangze;WENG Shixiu(School of Geography and Planning,Sun Yat-sen University,Guangzhou 510006,China)

机构地区：[1]中山大学地理科学与规划学院,广东广州510006

出　　处：《旅游学刊》2024年第9期77-90,共14页Tourism Tribune

基　　金：国家自然科学基金项目“旅游脱贫地区返贫风险的识别与防范”(42371243)资助。

摘　　要：乡村振兴背景下,金融资本越来越深入地渗透到旅游乡村之中,引发乡村旅游金融系统的结构性转变。本地经营者为适应金融系统重构而衍生的各种金融行为将影响旅游乡村资源配置及其发展轨迹。文章以河南栾川重渡沟为例,采用半结构访谈、非参与式观察、扎根理论等方法对住宿业本地经营者金融行为的影响因素、特征、类型进行研究,发现影响其金融行为意愿和实际行为的范畴有16个,这些范畴可归纳为金融行为态度、金融行为压力和感知行为控制3大影响因素。依据态度、压力、感知控制作用力的强弱,可划分出先行先试型、主动追随型、被动跟随型、创新引领型、原地徘徊型、失败退出型6种金融行为类型。受乡村情境和社会关系影响,在响应金融系统重构的过程中,乡村旅游住宿业本地经营者金融行为的特征主要体现在:行为随旅游发展而逐渐分化,情感性态度作用较大,行为类型可能因家庭阶段、经营能力、社区身份等条件的变化而变化。文章可为后续系统研究金融资本对旅游乡村的影响机制、优化乡村旅游金融服务支撑体系提供微观基础。In the context of rural revitalization,financial capital is playing an increasing role in developing tourism villages.It leads to a structural transformation of the rural tourism financial systems.This transformation has an effect upon financial behavior of local operators,which in turn may affect resource allocation and the development trajectory of rural tourism.Based upon the case study of Chongdugou in Henan province,this article employs multiple qualitative approaches(e.g.semi-structured interviews non-participant observation and grounded theory)to probe the influencing factors,characteristics,and types of financial behaviors in the tourism accommodation industry.As the research outcomes manifest,the basic assumptions and explanatory logic of the Theory of Planned Behavior can be applied to analyze the financial behaviors of local operators in rural tourism accommodation industries,but the conceptual categories need to be adjusted to better understand the financial behavior of the study subjects.As such,sixteen categories are developed as a key driver for fostering the willingness and actual behaviors of local operators.These categorizes are re-grouped as the three major influences:attitude towards financial behaviors,financial behavioral pressure,and perceived control of behaviors.As rural tourism is developing,the financial behavior of local operators in the accommodation industry continue to diverge.In this study,we have identified six types of financial behaviors according a few measuring indicators,such as attitude strength,pressure intensity,and perceived control level.These types are pilots,active followers,passive followers,innovative leaders,in-situ wanderers,and failure exit.They have different characteristics in lending behavior,financial management behavior,and risk management.Moreover,according to the responses of the dominant tourism developer,there may exist another two subtypes within the pilot type.That is,the call-andresponse subtype,which adheres to manager guidelines,and the spontaneous p

关 键 词：乡村旅游 住宿业 本地经营者 金融行为 计划行为理论 

分 类 号：F59[经济管理—旅游管理]