乡村转型视域下农村土地旅游化利用行为驱动机理——基于计划行为理论和人际行为理论的整合框架

Driving Mechanism of Rural Land Tourism Use Behavior from the Perspective of Rural Transformation

农村土地旅游化利用是乡村振兴背景下城郊乡村土地利用转型的重要现象之一,是缓解乡村振兴中旅游用地矛盾和提高土地利用效益的重要途径,而农户旅游行为则是推动土地旅游化利用的内在动力。研究基于计划行为理论和人际行为理论的整合分析框架,以杭州市和长沙市典型旅游村451份农户调研样本为数据,运用结构方程模型实证检验乡村转型视阈下农村土地旅游化利用行为的驱动机理,以揭示新阶段农村土地利用转型的深层规律。结果表明:(1)农户土地旅游化利用行为中存在“意愿—行为”的自主驱动、“意愿—组织支持—行为”引导驱动、“行为态度—行为”经济驱动、“知觉行为控制—行为”约束驱动和“情感—行为”情感驱动等五重内在逻辑关系。其中,“意愿—行为”自主驱动占主导地位,组织支持的引导驱动是衔接农户意愿与实际行为的关键动力。(2)乡村旅游经济、社会效益预期是农户土地旅游化利用行为态度的重要驱动力,符合经济激励和价值追求的双重逻辑;规范信念是农户主观规范的重要因素,其中指令性规范作用较大;农户知觉行为控制中更注重对风险评估和抵御机制、资源获取和配置能力以及专业技能水平的考量;土地旅游价值功能认知与土地依恋是农户个人情感维度重要因素;相关组织在引导、实施、规范、服务层面的支持效果有力推动农户意愿向行为转化。(3)农户土地旅游化利用行动中具有理性与感性交织、保守与冒险共存的复杂特征。研究最后提出相关建议,以期为强化农户土地旅游化利用行为、促进乡村旅游可持续发展和转型发展提供研究参考。

Tourism use of rural land is one of the important phenomena of land use transformation in suburban rural areas under the background of rural revitalization,and it is an important way to alleviate the contradiction of tourism land and improve the efficiency of land use in rural revitalization.The tourism behavior of rural households is the internal driving force to promote the tourism use of land.Based on the integrated analysis framework of Planned Behavior Theory and Inter-personal Behavior Theory,this research takes 451 rural household survey samples from typical tourist villages in Hangzhou and Changsha as data,and applies structural equation model to empirically test the driving mechanism of rural land tourism use behavior from the perspective of rural transition,so as to reveal the deep law of rural land use transition in the new era.The results indicates:(1)there are five internal logical relationships in farmers’land tourism use behavior:independent drive of“willing-behavior”,guidance drive of“willing-organizational support-behavior”,economic drive of“behavioral attitude-behavior”,constraint drive of“perceptual behavior control-behavior”and emotional drive of“emotion-behavior”.Among them,the“willing-behavior”autonomous drive plays a dominant role,and the guidance drive of organizational support is the key driving force connecting the will and actual behavior of farmers.(2)Rural tourism economic and social benefit expectation is an important driving force for farmers’behavior and attitude of land tourism utilization,which accords with the dual logic of economic incentive and value pursuit.Normative belief is an important factor of farmers’subjective norms,among which prescriptive norms play a larger role.Farmers’perceived behavior control pays more attention to the consideration of risk assessment and resistance mechanism,resource acquisition and allocation ability and professional skill level.The function cognition of land tourism value and land attachment are the important factors of individual emotional dimension of farmers.The supporting effect of relevant organizations in the level of guidance,implementation,standardization and service is beneficial to promote the transformation of farmers’willingness to behavior.(3)Farmers’land tourism use action has the complex characteristics of rationality and sensibility intermingled,conservative and risky coexistence.Finally,relevant suggestions are put forward in order to provide research reference for strengthening farmers’land tourism utilization behavior and promoting rural tourism sustainable development and transformation development.