风险感知、政府信任与在地居民参与特色小镇建设意愿关系的研究

Research on the relationship between risk perception,government trust and the willingness of local residents to participate in the construction of unique town

特色小镇成为时下乡村旅游和乡村振兴的热点,而打造小镇特色生态链离不开当地居民的参与,同样地,乡村文化传承和小镇运营亦需当地居民支持。在实地调研的基础上,以青岛市国家级青少年足球小镇为例,通过运用PLS-SEM实证检验当地居民参与特色小镇建设意愿的影响因素,研究结果表明:感知有用性、政府信任、风险感知影响当地居民的主观规范、知觉行为控制、行为态度;同时,主观规范、知觉行为控制、行为态度直接影响当地居民参与意愿;且感知有用性、政府信任、风险感知通过主观规范、知觉行为控制、行为态度的中介作用间接影响当地居民参与意愿,但是政府信任对主观规范影响不显著。故目的地政府应该注重构建特色小镇利益共同体以提高当地居民的获得感、提升居民参与的保障性、提高居民的政府信任度和抗风险能力,注重居民利益以此激发参与积极性。

The unique town has become the hot spot of rural tourism and rural revitalization. The creation of the unique ecological chain of the town is inseparable from the participation of local residents. Similarly, the inheritance of rural culture and the operation of the unique town also need the support of local residents. On the basis of field research, taking the national youth football town of Qingdao as an example, through the use of PLS-SEM to empirically test the influencing factors of local residents willingness to participate in the construction of unique towns.The results show that perceived usefulness, government trust, and risk perception affect local residents subjective norm, perceived behavioral control, and behavioral attitude. At the same time, subjective norm, perceived behavioral control, and behavioral attitude directly affect local residents willingness to participate. Furthermore,government trust and risk perception indirectly affect the local residents willingness to participate through the mediating role of subjective norm, perceived behavioral control, and behavioral attitude.But government trust has no significant impact on subjective norm. Therefore, the destination government should focus on building a community of uniquetown interests to improve the sense of local residents access, enhance the security of residents participation, improve the government s trust and anti-risk ability, and focus on the interests of residents to stimulate participation.