乡村民宿经营意愿影响因素实证分析——基于重庆市555份农户调研数据

Empirical Analysis on the Factors Influencing the Operation Intention of Rural Lodging:Based on 555 Farmers Survey Data in Chongqing City

随着乡村振兴战略的推进,乡村民宿在乡村旅游、乡村振兴中起到了至关重要的作用。文章基于重庆地区代表性村落的农户调研数据,探讨农户乡村民宿经营意愿的相关影响因素。结果表明:家庭规模、可供住房、住房面积、收入状况、邻居意见支持、民宿经营认知、未来预期、从业经验、旅游资源、市场竞争状况是影响农户乡村民宿经营意愿的主要因素;对于有旅游资源的农村地区而言,可供住房、邻居意见支持、民宿经营认知、政策支持强度、未来预期、从业经验、市场竞争状况是影响农户乡村民宿经营意愿的关键因素;而对于没有旅游资源农村地区而言,可供住房、收入状况、民宿经营认知、未来预期、市场竞争状况是影响农户乡村民宿经营意愿的关键因素。基于此,政府应针对不同旅游资源的农村地区制定激励措施,实施分类管理,减少不必要土地用途,充分发挥已有乡村民宿经营者的模范作用,针对当地旅游发展的实际制定满足农户需求的政策,加强旅游相关技能培训等以增强农户乡村民宿经营意愿。

Based on the survey data of representative villages in Chongqing,this paper discusses the related influencing factors of farmers'willingness to operate rural lodging.The results show that,family size,available housing,housing area,income status,neighbors'opinion support,cognition of rural lodging management,future expectation,working experience,tourism resources and market competition are the main factors that affect farmers'willingness of rural lodging management.For rural areas with tourism resources,available housing,neighbors'opinion support,cognition of rural lodging management,policy support intensity,future expectation working experience and market competition are the key factors affecting farmers'willingness to operate rural lodging.While for rural areas without tourism resources,available housing,income status,cognition of rural lodging management future expectation and market competition are the key factors affecting farmers'willingness to operate rural lodging.Based on this,the government should formulate incentive measures for rural areas with different tourism resources,implement classified management,reduce the use of unnecessary land,give full play to the existing rural role models of the rural lodging operator,formulate policies to meet the needs of farmers according to the actual development of local tourism,and strengthen the training of tourism related skills,so as to enhance farmers'willingness to operate rural lodging.