数字经济背景下乡村旅游地农户数字素养评价指标体系构建研究

Research on the Construction of Digital Literacy Evaluation Index System for Farmers in Rural Tourism Areas Under the Background of Digital Economy

在数字经济发展的背景下,乡村旅游地农户作为乡村旅游产业数字化建设的行动者、建设者、监督者和受益者,只有具备一定的数字素养和技能才能更好地参与其中。文章借鉴国际上数字素养的框架结构,参考数字乡村建设的应用场景,结合产业发展的诉求,以KAP模型为依据构建了包含数字认知、数字态度、数字行为、数字技能四维一体的KAPS递进式“乡村旅游地农户数字素养评价指标体系”,并对其模型维度、体系构建进行了阐述,着力于为乡村旅游地农户数字素养提升计划提供测量维度和评价体系。

With the development of China's digital economy,farmers in rural tourism areas are playing the role of actors,builders,supervisors,and beneficiaries of digital construction in the rural tourism industry.They should have a certain level of digital literacy and skills in order to better participate.This article draws on the framework structure of digital literacy in the international community,refers to the application scenarios of digital rural construction,and combines the demands of industrial development.Based on the KAP model,it has constructed an"evaluation index system for digital literacy of rural tourism farmers",which includes digital cognition,digital attitude,digital behavior and digital skills four dimensions.It is called the KAPS model.The paper further elaborates on its model dimensions and system construction,expecting to provide measurement dimensions and evaluation systems for the digital literacy improvement action of farmers in rural tourism areas.