政策感知、创新态度与小微企业经营者创新行为的关系——以旅游经营者为例  

Research on the Relationship Between Policy Perception,Innovative Attitude and Innovative Behavior of Small and Micro-sized Enterprise Operators-Taking Tourism Operators as an Example

作　　者：江金波[1] 余茂源 JIANG Jinbo;YU Maoyuan(Department of Tourism Management,South China University of Technology,Guangzhou 510006,Guangdong,China;Southern Cultural and Tourism Industry Research Institute,South China University of Technology,Guangzhou 510006,Guangdong,China)

机构地区：[1]华南理工大学旅游管理系,广东广州510006 [2]华南理工大学南方文旅产业研究院,广东广州510006

出　　处：《华南理工大学学报（社会科学版）》2024年第5期62-74,共13页Journal of South China University of Technology(Social Science Edition)

基　　金：国家社会科学基金重大项目“中国式现代化进程中文化和旅游深度融合发展研究”(23ZDA091);国家自然科学基金面上项目“政策创新的时空扩散、效应评估及其路径优化研究——以中国文化和旅游产业融合政策为例”(42271238);广东省自然科学基金项目“文化和旅游产业融合的政策创新:驱动机制、扩散效应及其路径优化研究”(2023A1515011882)。

摘　　要：创新是小微企业生存和发展的力量源泉。政府发布了一系列政策促进小微企业创新,但仍存在政策失效的情况,其内在机制亟待解释。从政策研究的微观视角出发,以旅游经营者为例,基于政策接受模型和价值态度行为模型,探讨小微企业经营者政策感知与其创新行为间的关系,以创新态度为中介变量,引入政策信任和创新自我效能感为调节变量并进行实证分析。结果表明:旅游经营者的政策感知正向影响其创新行为,创新态度在其中具有部分中介作用;旅游经营者的政策信任正向调节其政策感知和创新行为的关系;旅游经营者的创新自我效能感正向调节其政策感知与创新行为、创新态度与创新行为间的关系。研究阐释了政策感知和小微企业经营者创新行为之间的内在机制,为政策制定和有效落地提供理论依据。Innovation is the source of vitality for the survival and development of small-and micro-sized enterprises.Although the government has issued a series of policies to promote innovation in these enterprises,there are still instances of policy failure,and the underlying mechanisms urgently need to be explained.From the micro perspective of policy research,this paper took tourism operators as an example and explored the relationship between policy perception and innovative behavior of small-and micro-sized enterprise operators based on the policy acceptance model and the value-attitude-behavior model.The study introduced innovative attitude as an intermediary variable and employed policy trust and innovative self-efficacy as moderating variables for empirical analysis.The results indicate that:firstly,the policy perception of tourism operators positively influences their innovative behavior,with innovative attitude playing a partial mediating role;secondly,policy trust positively moderates the relationship between policy perception and innovative behavior;thirdly,innovative self-efficacy positively moderates the relationship between policy perception and innovative behavior,as well as the relationship between innovative attitude and innovative behavior.The research explains the internal mechanism between policy perception and the innovation behavior of small and micro business operators,and provides the theoretical basis for policy formulation and effective implementation.

关 键 词：小微企业 经营者 政策感知 创新态度 创新行为 

分 类 号：F592[经济管理—旅游管理]