社会资本视角下后疫情时代城市居民乡村旅游意向研究

Rural Tourism Intentions of Urban Residents in the Post-epidemic Era from the Perspective of Social Capital

以往关于乡村旅游意向的研究,关注点较多为旅游者自身的特点,忽视了旅游者与乡村人员之间的关系可能发挥的作用。文章引入社会资本为前因变量、心理距离为中介变量,通过调研探讨了后疫情时代城市居民的乡村旅游意向。首先,关系信任与共同愿景会降低城市居民的心理距离,进而提高其乡村旅游意向,而交互联结的影响并不显著;其次,心理距离对乡村旅游意向具有显著的负向影响;最后,心理距离在关系信任和共同愿景与乡村旅游意向之间发挥中介作用。文章是首次将社会资本三个维度运用到我国乡村旅游现象中的实证研究,研究结论可以帮助后疫情时代乡村了解和运用社会资本,重视心理距离的影响,制定更加灵活有效的乡村旅游发展策略。

Previous studies on rural tourism intentions focused more on the characteristics of tourists themselves and ignored the possible role of the relationship between tourists and rural residents.This paper introduces social capital as the antecedent variable and psychological distance as the intermediary variable to explore urban residents’rural tourism intentions in the post-epidemic era through a questionnaire survey.Firstly,relational trust and common vision can reduce the psychological distance of urban residents and improve their rural travel intention,but the effect of social interaction is not significant.Secondly,psychological distance has a significant negative impact on rural tourism intention.Finally,psychological distance plays a mediating role between relational trust,common vision and rural travel intention.This paper is the first empirical study to apply the three dimensions of social capital to the phenomenon of rural tourism in China.The research conclusion can help rural areas in the post-epidemic era understand and use social capital,pay attention to the impact of psychological distance,and formulate more flexible and effective rural tourism development strategies.