乡村旅游发展中村民参与度影响因素——以泰安市岱岳区道朗镇北部山区为例

Research on Influencing Factors of Villagers’Participation in Rural Tourism Development——A Case Study in the Northern Mountainous Area of Daolang Town in Tai’an City

乡村旅游对于乡村振兴具有推动作用,是乡村振兴的重要手段和途径,村民参与是乡村旅游发展的核心。基于计划行为理论和社区参与度相关文献,构建乡村旅游发展中村民参与度影响因素的理论模型,以泰安市九女峰乡村振兴示范区为研究对象,通过问卷调查的形式收集数据,利用多元线性回归方法实证分析村民的个体因素、参与认知、参与态度、参与动机和社区归属感等因素对乡村旅游发展中村民参与度的影响。研究结果表明,提高参与认知、参与动机和社区归属感对提升乡村旅游发展中村民参与度有积极促进作用。

Rural tourism plays an important role in promoting rural revitalization,and it is an important means and approach of rural revitalization.Villagers’participation is the core of rural tourism development.Based on the theory of planned behavior and relevant literature on community participation,this paper constructs a theoretical model of influencing factors of villagers’participation in rural tourism development.Taking Jiunvfeng Rural Revitalization demonstration area in Tai’an City as the research object,the paper collects data in the form of questionnaire survey,and empirically analyzes villagers’individual factors,participation cognition,participation attitude,participation motivation and community sense of belonging by multiple linear regression method in order to figure out villagers’participation in rural tourism development.The results show that the enhancement of participation cognition,participation motivation and community sense of belonging has a positive effect on the promotion of villagers’participation in the development of rural tourism.