乡村旅游地居民的政策认同生成机制——基于黄姚古镇的景区治理实践  

The generating mechanism of residents’support for policies in rural tourism destinations:A case study of Huangyao Ancient Town

作　　者：刘佳[1,2] 王湉 章锦河[3,4,5] Liu Jia;Wang Tian;Zhang Jinhe(College of Management,Ocean University of China,Qingdao 266100,China;Institute of Marine Development,Ocean University of China,Qingdao 266100,China;School of Geography and Ocean Science,Nanjing University,Nanjing 210023,China;Huangshan National Park Ecosystem Observation and Research Station,Ministry of Education,Huangshan 245899,China;Academy of Plateau Science and Sustainability,Xining 810016,China)

机构地区：[1]中国海洋大学管理学院,青岛266100 [2]中国海洋大学发展研究院,青岛266100 [3]南京大学地理与海洋科学学院,南京210023 [4]黄山国家公园生态系统教育部野外科学观测研究站,黄山245899 [5]高原科学与可持续发展研究院,西宁810016

出　　处：《中国生态旅游》2025年第1期114-129,共16页Journal of Chinese Ecotourism

基　　金：国家自然科学基金项目(42271247,42271251)。

摘　　要：乡村居民作为乡村旅游地治理的目标群体与重要参与者,获取其对政策的支持即实现政策认同对当地旅游业的可持续发展具有重要意义。文章以中国的全国乡村旅游重点镇黄姚古镇为例,结合社会交换理论,运用质性研究方法探究乡村旅游地居民政策认同的生成机制。研究发现,乡村旅游地居民:(1)政策认同的生成受6个条件影响,其中政策阐释为外源性条件,过往经历、政策参与、旅游效益感知为内源性条件,政策稳定性、政策适配性为政策特征。政策认同的生成表现包括政策认知、政策情感和政策行为意向。(2)政策认同的生成需经过交换风险评估、交换行为尝试、交换秩序稳定3个阶段,是当地居民与政策执行机构历经利益碰撞与融合,最终实现交换关系重构的过程。(3)政策认同的生成机制呈现出“抵制-尝试合作-理性博弈”的跨阶段转变,且各阶段均遵循“政策认知-政策情感-政策行为意向-新政策认知”的认同逻辑。文章提出应反思乡村旅游地居民“不认同”治理政策的价值,并呼吁政策执行机构将工作重心由关注政策完成度转向解决旅游目的地实际困难。Rural residents,as the target group and key participants in the governance of tourism destinations,play a crucial role in the sustainable development of local tourism through their support for policies.Taking the well-known ancient town Huangyao as an example,this study integrates social exchange theory to unveil the mechanism of rural residents’support for tourism policies through qualitative research methods.The results indicated that:(1)six variables influence how rural residents support tourism policies:exogenous variables include policy interpretation;endogenous variables include past experiences,policy participation,and perceptions of the benefits of tourism;and policy conditions include stability and adaptability.There are three components of rural residents’support for tourism policies,including policy cognition,policy emotion and policy behavior intention.(2)The generating process of rural residents’support for tourism policies can be divided into three stages,including risk assessment,attempted exchange and order stabilization.After a collision and integration of interests,the exchange relationship between local inhabitants and government departments is rebuilt.(3)The mechanism of rural residents’support for tourism policies shows a cross-stage transition from“resistance-attempted cooperation-rational gaming”,with each stage following the logic of“policy cognition-policy emotion-policy behavioral intention-new policy cognition”.The study suggests taking into account the significance of rural residents'objections to the policies,and advocates policy-implementing organizations to shift their focus from simply completing policies to tackling the real challenges faced by tourism destinations.

关 键 词：乡村旅游地 政策认同 乡村治理 社会交换理论 旅游景区 

分 类 号：F592.7[经济管理—旅游管理]