乡村旅游发展的制度供给与行为范式研究

On institutional supply and behavior paradigm of rural tourism development

乡村旅游是适应农业生产方式转变需要的新经济增长极,在打造田园综合体过程中发挥的能动作用极为突出。作为新兴业态的乡村旅游产业,当前面临的同质化发展、经营粗放和市场运行不规范等现实问题亟需通过加强制度供给与塑造行为范式予以解决。从供给侧结构性改革的需要出发,乡村旅游健康发展需要满足制度科学、环境优化、投入合理和产业联动的基本条件,必须在法律保障、行政管理、经营服务和消费行为全过程加强制度供给,并同步构筑政府、经营者、市场、消费者和乡村居民的行为范式。

Rural tourism,as a new economic growth pole that is needed to adapt to the transformation of agricultural production mode,plays a very active role in building rural complex.As a new industry,the rural tourism industry is faced with problems of homogeneous development,extensive operation and non-standard market operation which are needed to be solved by strengthening institutional supply and shaping behavior paradigm.From the perspective of structural reform of supply-side,the healthy development of rural tourism requires the basic conditions of scientific system,environment optimization,reasonable investment and industry linkage.Therefore,we must strengthen the system supply in the legal protection,administrative management,management service and consuming behavior,and build behavior model of government,operators,market,consumer and rural residents′simultaneously.