古村落旅游地居民积极感知测度与多元影响路径——以昆山市周庄为例

Measurement of Multiple Influence Paths of the Residents’ Positive Perception in Ancient Village Tourism Destination:Taking Zhouzhuang, Kunshan City as an Example

研究探索古村落旅游地居民积极感知的测度及其影响因素的多元路径,为促进以人为本的乡村旅游发展和高质量乡村振兴提供政策思路。文章综合质性与定量方法,采用扎根理论、量化分析和模糊集定性比较分析(fsQCA),探索多变量交互作用。研究发现:(1)旅游地居民积极感知包含3大维度,最终可提炼包含10个题项的测量量表。(2)在地方归属、地方依恋、感知权力、旅游知识、居民参与和经济依赖6个影响因素中,单项要素中的居民参与和地方依恋的一致性相对较高,但都不能构成旅游地居民积极感知的充要条件,必须通过组合路径发挥作用。(3)在形成的64种路径组合中,有10个充分性条件路径组合能有效影响旅游地居民积极感知。(4)10条路径组合共产生了3大类解释力由高到低的逻辑,依次为情感参与逻辑、认知实用逻辑和经济理性逻辑。(5)旅游地居民参与和地方依恋在关键路径中扮演核心作用,对处于经济发达地区的乡村旅游地居民来说,其积极情感的生成超越经济要素的满足,更需优化参与机制和提升情感联系。(6)乡村旅游地居民积极感知的生成不依赖单一要素,管理方要因地制宜选择组合路径。

This paper explores the measurement of residents’ positive perception in ancient village tourism destinations and the multiple paths of its influencing factors to provide policy advice for promoting people-oriented rural tourism and high-quality rural revitalization. The grounded theory and fuzzy set qualitative comparative analysis(fsQCA) are used to explore the multivariable interaction. The results show that: (1) The positive perception of tourism destination residents includes three dimensions and a measurement scale with 10 items. (2) Among the six influencing factors of place belonging, place attachment, perceived power, tourism knowledge, residents’ participation and economic dependence, the consistency of residents’ participation and place attachment is relatively high as single factor, but neither of them can constitute sufficient and necessary condition for residents’ positive perception, the influencing factors must work as combinations. (3) Among the 64 path combinations formed,there are 10 sufficient conditions. The path combinations can effectively affect the positive perception of residents in tourism destination. (4) The combination of 10 paths produces three logic paths with explanatory power from high to low, which are emotional participation logic, cognitive practical logic and economic rational logic. (5) The residents’ participation and place attachment play core roles in the essential paths. For rural tourism destination residents in economically developed areas in this case,the generation of their positive emotions has exceeded the satisfaction of economic factors. It should optimize the participation mechanism and enhance emotional connection. (6) The generation of residents’ positive perception in rural tourism destinations does not depend on any single factor. The management needs to choose combination paths according to local conditions.