乡村旅游精英公共服务动机的结构维度研究

Research on Structural Dimensions of Public Service Motivation of Rural Tourism Elites

乡村旅游精英在乡村振兴、消除贫困、促进乡村旅游可持续发展等方面发挥着至关重要的作用。然而,作为中国旅游研究领域的热点议题,乡村旅游精英的动机研究却往往被简单化和边缘化。因此,文章基于中国乡土文化背景,聚焦乡村旅游精英这一特定群体,利用扎根理论对乡村旅游精英公共服务动机的结构维度进行探索性研究。研究发现,乡村旅游精英公共服务动机由乡土情结、公共利益承诺、社会认可与支持、自我奉献精神和政策制定吸引力5个维度组成。其中,公共利益承诺、自我奉献精神和政策制定吸引力3个维度具有普适性,乡土情结和社会认可与支持则是文章基于中国乡土社会背景发现的新维度。乡村旅游精英公共服务动机是一个复杂的多维结构体系,各维度相互关联、相互影响,共同构成了乡村旅游精英公共服务动机的驱动因素。以上结论对乡村旅游精英公共服务动机研究具有一定的理论贡献,同时也为乡村旅游目的地管理、评估乡村旅游精英提供了针对性建议。

Rural tourism elites play a crucial role in rural revitalization,poverty eradication,and promotion of sustainable development.However,most of the related studies were based on an altruistic perspective or self-interest perspective.As such,they have failed to form a systematic theoretical framework.Consequently,research on rural tourism elite motivation is often simplified and marginalized.Public service motivation,as a combination of multiple motivations,provides sufficient theoretical support for studying rural tourism elite motivation.Prior research in this field mainly focused on the first sector(i.e.,public sector),with limited attention to the second sector(i.e.,business organizations)and the third sector(i.e.,non-profit organizations).To fill in the research gap,the current study employs the theory of public service motivation,based on the context of Chinese rural culture,with a specific focus on rural tourism elites.More importantly,the study uses grounded theory to conduct an exploratory investigation of public service motivation structures.This study conducted in-depth interviews with three groups:rural tourism elites,village cadres,and villagers,to construct a structural dimensional model of the public service motivation of rural tourism elites.The proposed model indicates that public service motivation of rural tourism elites consists of five dimensions:hometown attachment,commitment to public interest,social reputation and support,self-dedication,and attraction to policy making.Specifically,commitment to public interest,selfdedication,and attraction to policy making align with prior research findings,confirming the universality of rational,normbased,and affective motivations.Hometown attachment and social reputation and support represent new dimensions discovered in the context of Chinese rural society,which is closely related to deep Confucian ideology and culture and collectivist values.In addition,this study found that public service motivation of rural tourism elites is a complex multi-dimensional structural system.The dimensions are interrelated and interact with each other,which collectively constitute the driving factors of public service motivation of rural tourism elites.From the theoretical perspective,this research has the potential to contribute to the literature in two ways.First,this study fills in the gap in the literature on rural tourism elite motivation by constructing a model of the structural dimensions of public service motivation among rural tourism elites.Second,this study extends the concept of public service motivation to non-governmental organizations,without the traditional constraints of research solely within the realm of public administration.From the practical perspective,this research makes three important contributions.First,rural tourism destinations can enhance the promotion of public service values to stimulate the public service motivation of rural tourism elites.Second,government departments need to improve the internal and external coordination mechanisms of rural tourism elites to resolve multiple conflicts.Lastly,local governments should persist in nurturing and attracting rural tourism elites to provide solid intellectual support for the sustainable development of rural tourism.