乡村民宿经营者经营风险感知研究——基于对重庆市乡村旅游景区的调查

Study on Operators' Perception of Business Risk of Rural Lodging——A Case Study of the Main Rural Tourism Spots in Chongqing

影响重庆城郊型乡村民宿经营者经营风险感知的主要因素是乡村民宿的利益相关者状况、服务设施状况和旅游业环境状况,其中利益相关者状况的影响最大;此外,经营者年龄及文化层次、经营场所来源、投入资金也会影响经营者经营风险感知水平。可从改善利益相关者关系、提升服务水平及改善设施条件、创造良好的旅游业发展环境等方面来增强乡村民宿经营者的信心,同时,还需要构建科学合理的乡村民宿利益分配机制。

The main factors which influence Chongqing suburb rural lodging operators＇ business risk perception include the condition of rural lodging stakeholders, service facility condition, and tourism environment condition, among which, the stakeholders condition has the most influence. Furthermore, businessmen＇s age and cultural level, business spot sources and investment capital can also influence operators＇ business risk perception level. The confidence of rural lodging tourism businessmen can be increased by changing the relationship between stakeholders, by raising service level and improving facility condition, by creating good tourism development environment and so on, meanwhile rural lodging interest distribution mechanism needs to be scientifically and reasonably set up.