理性选择:乡村旅游转型升级的基本路径

Rational Choice: The Basic Path of Rural Tourism Transformation and Upgrading

由经济理性转向生活理性、社会理性、文化理性及生态理性的选择,有助于促进乡村旅游的优质化发展,提升乡村旅游转型升级的综合效率。文章以理性选择理论为基础,选取辽宁河口村、广西德天村及云南西双版纳傣族园乡村旅游3个研究地点,采用网络层次分析法比较分析了乡村旅游发展的理性选择差异。理性选择是乡村特色旅游发展的基础,是与乡村振兴战略五大目标耦合关联的过程。研究认为:理性选择有助于乡村旅游的品牌化建设,是乡村旅游转型升级的基本路径;生态理性与文化理性是各种理性的首选;以生态体验为主题的民族文化园区建设是乡村空间生产的重要选择;主导理性指向的美丽乡村建设,有助于提升乡村旅游目的地品牌化的建设水平。

The choice from economic rationality to life rationality,social rationality,cultural rationality and ecological rationality not only helps to promote the quality development of rural tourism,but also helps to improve the overall efficiency of rural tourism transformation and upgrading.Based on the rational choice theory,combined with the development process of rural tourism in Hekou village of Liaoning,Detian village of Guangxi and Xishuangbanna of Yunnan,the Analytic Network Process is used to compare and analyze the rational choice of rural tourism development.Rational choice is the characteristic development foundation of rural tourism,and it is a process of coupling with the five goals of rural revitalization strategy.Rational choice is helpful to the brand building of rural high-quality tourism and becomes the basic path of rural tourism transformation and upgrading.Ecological rationality and cultural rationality are the first choice of all kinds of rationality;the construction of ethnic cultural parks with ecological experience as the theme is an important choice for rural space production;the construction of beautiful countryside with leading rationality as the direction will help to improve the level of brand building of rural tourism destinations.