社会资本视角下乡村旅游地社区参与对主—客价值共创行为的影响研究

贾衍菊; 祝铭瑶; 赵金凤

doi:10.13959/j.issn.1003-2398.2025.03.017

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人文地理 ›› 2025, Vol. 40 ›› Issue (3) : 165-174. DOI: 10.13959/j.issn.1003-2398.2025.03.017

旅游

社会资本视角下乡村旅游地社区参与对主—客价值共创行为的影响研究

贾衍菊¹, 祝铭瑶², 赵金凤¹

作者信息 +

THE EFFECT OF COMMUNITY PARTICIPATION ON RESIDENT-TOURIST VALUE COCREATION BEHAVIOR BASED ON SOCIAL CAPITAL THEORY

JIA Yan-ju¹, ZHU Ming-yao², ZHAO Jin-feng¹

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文章历史 +

摘要

积极引导和促进乡村旅游地居民主动实施主—客价值共创行为，是践行共享发展理念、推动乡村旅游地高质量发展的重要话题。本文以山东省泰山风景名胜区周边5处旅游村镇为例，基于560份有效问卷调查数据，运用结构方程模型方法分析了乡村旅游地居民社区参与对主—客价值共创的影响，考察社会资本在社区参与和主客价值共创行为之间的中介效应以及主客互动的调节作用。研究发现：社区参与正向影响主—客价值共创行为和社会资本；社会资本在社区参与和主—客价值共创行为之间存在显著的中介作用；主客互动能够促进社区参与对社会资本的正向影响关系。研究证实了乡村旅游地社区参与对主—客价值共创的重要作用，揭示了社会资本在乡村旅游价值共创中的显著作用，对构建乡村旅游地和谐的主客关系具有一定的管理启示。

Abstract

Directing both tourists and residents to share development achievements and co-create value is a critical topic for upgrading and iterating rural tourism toward the goal of common prosperity. However, existing research has predominantly examined the mechanism of residents' value co-creation behavior from an economic interest perspective while overlooking the role of non-economic factors. Building on the social capital theory, a structural equation model is proposed to investigate the influence mechanism of community participation on resident-tourist value co-creation behavior. The mediating effect of social capital in the relationship between community participation and resident-tourist value co-creation behavior is tested, as well as the moderating role of resident-tourist interaction. A total of 560 valid questionnaires are collected from residents in five rural tourism communities around Mount Tai scenic spot in Shandong Province and used for empirical analysis. Findings suggest that community participation can induce resident-tourist value cocreation behavior. Social capital significantly mediates the relationships between community participation and resident-tourist value co-creation behavior. Furthermore, resident-tourist interaction is also found to moderate the effect of community participation on social capital.

导出引用

贾衍菊, 祝铭瑶, 赵金凤. 社会资本视角下乡村旅游地社区参与对主—客价值共创行为的影响研究[J]. 人文地理. 2025, 40(3): 165-174 https://doi.org/10.13959/j.issn.1003-2398.2025.03.017

JIA Yan-ju, ZHU Ming-yao, ZHAO Jin-feng. THE EFFECT OF COMMUNITY PARTICIPATION ON RESIDENT-TOURIST VALUE COCREATION BEHAVIOR BASED ON SOCIAL CAPITAL THEORY[J]. HUMAN GEOGRAPHY. 2025, 40(3): 165-174 https://doi.org/10.13959/j.issn.1003-2398.2025.03.017

中图分类号： F590

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