民宿业背景下乡村绅士化的特征与驱动机制--莫干山镇案例研究

Characteristics and Driving Mechanism of Rural Gentrification under the Background of B&B Industry: A Case Study of Moganshan Town

在民宿业兴起的背景下,乡村绅士化已经成为一种推动乡村发展的新力量。本研究以莫干山镇为例,通过参与式观察与半结构访谈等方法研究发现,莫干山镇的民宿业在发展过程中出现了本地人口结构逐渐多元化、房屋租金持续上升、乡村民居风貌"复古化"等特征。这些特征表明莫干山镇出现了乡村绅士化现象。莫干山镇的乡村绅士化驱动机制主要包括:(1)城市游客的"田园情结"促使他们在现代化进程中寻找心灵的归宿地,莫干山深厚的文化底蕴和优美的自然环境满足了这一阶层对乡村的想象和追求;(2)民宿的高利润与持续增长的市场需求所引发的资本大规模进入,助推了莫干山乡村绅士化的进程;(3)当地政府对基础设施的提升、对乡村环境的整治及出台的各项有利政策,吸引了外来群体的持续进驻;(4)莫干山生产环境的有效供给,满足了城市中产阶级对乡村高品质生活环境与物质条件的需求。乡村绅士化的出现使莫干山镇的乡村呈现出新的意义和价值。本研究不仅可以为目前国内乡村存在的现实问题提供理论参考,同时也能够在乡村振兴战略背景下为其他地区的乡村发展与重构提供启示。

Under the background of Rural Revitalization and the rise of Bed and Breakfast(B&B) Industry, rural gentrification has become a new phenomenon. This research was conducted in Moganshan, which is famous for its B&B industry, by employing semi-structured interview and participatory observation. The findings suggested that: the characteristics of rural gentrification in Moganshan Town are mainly manifested in the diversity of population structure and housing rents continue to rise and the retro style of houses. The driving mechanism of rural gentrification in Moganshan Town mainly includes: ①The ‘pastoral emotion’ of the urban middle class urges them to seek their spiritual destination in the process of modernization. ②The high profits of B&Bs and the growing market demand have triggered large-scale capital entry, to a certain extent, which promoted the process of gentrification in Moganshan. ③Under the background of rural revitalization, the local government has adopted various favorable policies to improve infrastructure,which attracts the continous presence of external groups. ④Effective supply of production environment in Moganshan meets the needs of urban middle class for high-quality living environment and material conditions in rural areas. After a large number of tourists poured into Moganshan, the local countryside realized the transformation from agricultural production function to tourism consumption function. The population of Moganshan not only includes the gentry groups who migrate to the countryside to seek the rural amenity value, but also includes other groups such as the commercial institutions and its demographic characteristic shows "hybrid". New meaning and value of Moganshan countryside have been constructed by gentrification. The gentrification of the countryside in China and the West has something in common in terms of immigration characteristics, changes in housing rents, and so on. However, due to the constraints of China’s land system, the outsiders in Moganshan can only lease the villagers’ houses for business, and cannot buy and sell land or house property rights, so the land ownership has not changed in essence. Therefore, the phenomenon of class replacement in the process of rural gentrification in western society did not appear in Moganshan town. In addition, the rural gentrification in the west is usually manifested as the urban middle class settling down or taking holidays in the countryside in pursuit of the rural amenity value. The settlement group usually does not involve business activities. However, the rural gentrification in China shows the characteristics of carrying out business activities with B&B as the main profit object.This study can not only provide theoretical reference for the current rural problems, but also provide inspiration for rural development and reconstruction in other areas under the background of Rural Revitalization strategy.