社会资本与乡村旅游价值共创:地方依恋的中介作用

Social capital and value co-creation in rural tourism:The mediating role of place attachment

鼓励乡村旅游地居民和游客积极实施价值共创,是实现共享发展、增进民生福祉的有效策略。文中以认知-情感-行为理论为研究框架,探究地方依恋在社会资本与价值共创之间的中介效应以及主客群组差异,采用结构方程模型和多群组分析方法进行实证检验,得出以下结论:1)社会信任、社会规范、社会网络正向影响地方依赖和地方认同;而地方依赖仅能正向影响信息分享,地方认同仅能正向影响帮助。2)地方依赖在社会信任、社会规范和社会网络对信息分享的影响中起部分中介作用;而地方认同在社会信任、社会规范和社会网络对帮助的影响中起部分中介作用。3)多群组分析显示,社会网络对地方依赖的影响仅在居民组显著,社会规范对地方认同的影响仅在游客组显著;主客群组在社会信任对地方认同和地方认同对帮助的影响关系中存在显著差异,且均为居民组的影响效应更大。研究结果为乡村旅游地激发居民和游客的价值共创提供了社会资本视角下的理论阐释及管理建议。

Encouraging residents and tourists to actively implement value co-creation is an effective strategy to achieve shared development and improve people's well-being.Based on the cognitive-emotion-behavior theory,this study investigates the mediating effect of place attachment between social capital and value co-creation and host-guest differences by using structural equation model and multi-group analysis methods.The results show that:1) Social trust,social norms and social networks positively affect place dependence and place identity.Place dependence can positively affect information sharing,while place identity can positively influence helping.2) Place dependence plays a partial mediating role in the influence of social trust,social norms and social networks on information sharing,while place identity plays a partial mediating role in the influence of social trust,social norms and social networks on helping.3) Multi-group analysis indicates that the influence of social networks on place dependence is significant in the resident group,while the influence of social norms on place identity is significant only in the tourist group.Significant host-guest differences are verified in the influence of social trust on place identity and place identity on helping,and those effects in resident group are more obvious.The findings of this study provide some theoretical and managemental implications to foster the value co-creation between residents and tourists in rural tourism destinations from the perspective of social capital.