网络营销提升了乡村旅游经营效益吗?——来自第三次全国农业普查北京市调查的证据

Does Online Marketing Improve Operational Benefits of Rural Tourism?Evidence from the Beijing Agricultural Census Data

本文利用2017年第三次全国农业普查北京市调查数据,使用倾向得分匹配、处理效应模型和工具变量分位数回归等方法,实证分析了网络营销对乡村旅游经营效益的影响及其作用机制,并考察了网络营销对不同分位点乡村旅游经营者的差别化效益提升效应。研究发现:利用网络对外推介或开展电子商务的网络营销,可以显著提高乡村旅游经营效益,且具有很好的稳健性;网络营销的效益提升效应主要是通过增加游客人均消费而非接待人次实现的;对于低分位点即经营状况相对较差的乡村旅游经营者,网络营销的效益提升作用较大,因而网络营销具有经营效益“拉平效应”。政府应当加快数字乡村建设行动,引导支持乡村旅游经营者进行网络营销,并对能力较弱、规模较小的乡村旅游经营者实施网络营销技术培训。

Based on the survey data of the third national agricultural census in Beijing in 2017,this article empirically analyzes the impact and mechanism of online marketing on operational benefits of rural tourism and investigates the differentiated benefit-enhancing effect of online marketing on rural tourism operators at different quantiles.The propensity score matching(PSM),treatment effect model,and instrumental variable quantile regression(IVQR)approaches are employed.The study finds that online marketing can significantly increase operational benefits of rural tourism,and the results are robust.The benefit-enhancing effect of online marketing is mainly derived from the increase of per capita consumption of tourists rather than the increase of tourists’amount.For rural tourism operators with low quintiles and poor operating conditions,online marketing has a great benefit-enhancing effect.That is,online marketing has a“leveling effect”of operating benefits.The study proposes that the government should speed up the construction of digital villages,guide and support rural tourism operators to engage in online marketing,and implement online marketing technical training for those with weak capabilities and of small scales.