乡村旅游背景下农户生计策略转变意愿研究

Study on farmers’willingness to change livelihood strategies under the background of rural tourism

近年来在乡村振兴战略实施背景下,乡村旅游在发展农村经济中的作用更加凸显。促进乡村旅游的健康发展和乡村农户生计的持续改善是当前学术界讨论的重要话题。现有研究表明,可持续生计框架中客观环境影响作用是可持续旅游生计研究的热点方向,但可持续生计框架外其他主观因素对生计策略转变影响的动态定量考量却较为空缺。本研究在乡村旅游背景下探讨政府信任度对农户生计策略转变意愿影响机制,引入居民参与度、居民支持度和生活满意度多重链式中介作用,通过结构方程模型对山东省乡村旅游地进行定量分析,并对特定路径间中介作用进行比较。实证研究结果显示:①政府信任度对居民参与度和居民支持度具有正向影响,居民支持度正向影响居民参与度。②居民参与度和居民支持度均正向影响生活满意度。③生活满意度对农户生计策略转变意愿产生正向影响。这表明在居民支持度、居民参与度和生活满意度多重链式中介作用下,政府信任度对生计策略转变意愿具有间接影响。因此,为了助推乡村振兴,实现乡村旅游和农户生计的可持续,应发挥政府作用,从政策实施、旅游市场监控、完善基础设施建设等方面提高政府信任度,培养农户的主人翁意识,引导农户融入乡村旅游发展过程中,提高生活满意度,增强农户生计策略转变意愿。

In recent years,under the background of rural revitalization strategy,rural tourism has become an important path of rural economic development.The healthy development of rural tourism and the continuous improvement of rural farmers’livelihood are important topics discussed in current academia.Existing research shows that the impact of objective environment in the framework of sustainable livelihood has become a hot topic in the study of sustainable tourism livelihood strategies.The dynamic quantitative research on the impact of subjective factors on the change of livelihood strategies is relatively vacant.Therefore,under the background of rural tourism,this paper studies the influence mechanism of government trust on the change of livelihood strategies.By introducing multiple chain mediating functions of residents’participation,support and life satisfaction,this paper conducts quantitative analysis on rural tourism destinations in Shandong Province through SEM,and compares mediations between specific paths.The results indicated that:①Goverment trust had positive and significant effect on both residents’participation and residents’support,residents’support had a positive impact on residents’participation.②Residents’participation and support had positive impact on life satisfaction.③Life satisfaction had positive impact on the willingness to change livelihood strategies.The results show that under the multiple chain mediating functions of residents’support,residents’participation and life satisfaction government trust have a certain indirect impact on their willingness to change livelihood strategies.Therefore,in order to promote rural revitalization and achieve the sustainability of rural tourism and farmers’livelihood,the role of the government should be brought into play,and the government trust should be improved in terms of policy implementation,tourism market monitoring;and improverment of infrastructure construction.Cultivating farmers’sense of ownership,guiding farmers to participate in rural tourism development and increasing life satisfaction,are considered to enhance farmers’willingness to change livelihood strategies.