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

doi:10.13959/j.issn.1003-2398.2025.03.017

摘要
图/表
参考文献(0)
相关文章 (15)

全文: PDF (0 KB) HTML (1 KB)
输出: BibTeX | EndNote (RIS)

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。

	服务

	把本文推荐给朋友
	加入我的书架
	加入引用管理器
	E-mail Alert
	RSS
	作者相关文章
	贾衍菊
	祝铭瑶
	赵金凤

关键词 ：主—客价值共创行为, 社区参与, 社会资本, 主客互动, 乡村旅游

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.

Key words： resident-tourist value co-creation behavior community participation social capital residenttourist interaction rural tourism

收稿日期: 2024-08-03

PACS:

F590

基金资助:国家自然科学基金项目（72102131）；山东省自然科学基金项目（ZR2024MG029）；黄河流域数字文旅协同创新实验平台（JNSX2023030）

通讯作者: 赵金凤（1999—），女，山东潍坊人，硕士生，主要研究方向为旅游者行为、乡村旅游。E-mail:zhaojinfeng_2023@163.com。 E-mail: zhaojinfeng_2023@163.com

作者简介: 贾衍菊（1981—），女，山东泰安人，博士，教授，主要研究方向为旅游者行为、乡村旅游。E-mail:yanjujia@126.com。

引用本文:

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. 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. HUMAN GEOGRAPHY, 2025, 40(3): 165-174.

链接本文:

http://rwdl.xisu.edu.cn/CN/10.13959/j.issn.1003-2398.2025.03.017 或 http://rwdl.xisu.edu.cn/CN/Y2025/V40/I3/165

[1]	戴斌.构建主客共享文旅融合的新空间[J]. 中国国情国力,2021(6): 1. [Dai Bin. Build a new space for the integration of host and guest sharing culture and travel[J]. China National Conditions and Strength, 2021(6):1.]
[2]	涂剑波,陶晓波,吴丹.关系质量视角下的虚拟社区互动对共创价值的影响：互动质量和性别差异的调节作用[J]. 工程管理科技前沿,2017,36(4):29-35,42. [Tu Jianbo, Tao Xiaobo, Wu Dan. The effect of interaction on co-creation value in virtual community from the perspective of relationship quality: Moderating role of interaction quality and gender differences[J]. Frontiers of Science and Technology of Engineering Management, 2017,36(4):29-35,42.]
[3]	Vargo S, Lusch R. Evolving to a new dominant logic[J]. Journal of Marketing, 2004,68:1-17.
[4]	Grönroos C. Service logic revisited: Who creates value? And who co -creates?[J]. European Business Review, 2008,20(4):298-314.
[5]	Vargo S L, Lusch R F. Institutions and axioms: An extension and update of service-dominant logic[J]. Journal of the Academy of Marketing Science, 2016,44(1):5-23.
[6]	刘欣,谢礼珊,黎冬梅.旅游服务机器人拟人化对顾客价值共创意愿影响研究[J]. 旅游学刊,2021,36(6):13-26. [Liu Xin, Xie Lishan, Li Dongmei. Investigation into the impact of anthropomorphism of tourism service robots on customers' intention of value co-creation [J]. Tourism Tribune, 2021,36(6):13-26.]
[7]	Rihova I, Buhalis D, Moital M, et al. Conceptualising customer-tocustomer value co-creation in tourism[J]. International Journal of Tourism Research, 2015,17(4):356-363.
[8]	Cao L, Xie D, Qu Y. A process perspective on experience cocreation: How pre-trip involvement prompts destination loyalty[J]. Tourism Management, 2023, 96: 104711. https://doi.org/10.1016/j.tourman.2022.104711.
[9]	Chen Y, Cottam E, Lin Z. The effect of resident-tourist value cocreation on residents' well-being[J]. Journal of Hospitality and Tourism Management, 2020,44:30-37.
[10]	郑志越. 社区居民旅游感知对价值共创参与的影响研究——以妈祖信俗为例[D]. 广州:暨南大学,2018:48. [Zheng Zhiyue. A Study on the Impact of Community Residents' Tourism Perception on Value Co-creation Participation: Taking Mazu as an Example [D]. Guangzhou: Jinan University, 2018:48.]
[11]	涂红伟,陈晔,江梓铭.居民价值共创行为对游客公民行为的影响—— 游客感恩的中介效应与特质犬儒主义的调节效应[J]. 南开管理评论,2024,27(5):165-174,197. [Tu Hongwei, Chen Ye, Jiang Ziming. The effect of resident value co-creation behavior of tourist citizenship behavior: The role of tourist gratitude and trait cynicism[J]. Nankai Business Review, 2024,27(5):165-174,197.]
[12]	Lin Z, Chen Y, Filieri R. Resident-tourist value co-creation: The role of residents' perceived tourism impacts and life satisfaction[J]. Tourism Management, 2017,61:436-442.
[13]	徐彤,白长虹,陈晔,等.中国文化背景下居民地方情感对价值共创意愿的影响研究[J]. 旅游学刊,2021,36(5):29-41. [Xu Tong, Bai Changhong, Chen Ye, et al. The effect of residents' place emotions on value co-creation intention under the Chinese culture background[J]. Tourism Tribune, 2021,36(5):29-41.]
[14]	Hjalager A M. Repairing innovation defectiveness in tourism[J]. Tourism Management, 2002,23(5):465-474.
[15]	Fan D X F. Understanding the tourist-resident relationship through social contact: Progressing the development of social contact in tourism[J]. Journal of Sustainable Tourism, 2023,31(2):406-424.
[16]	Kallmuenzer A, Peters M, Buhalis D. The role of family firm image perception in host-guest value co-creation of hospitality firms[J]. Current Issues in Tourism, 2020,23(19):2410-2427.
[17]	孙卫华.网络SNS：一种社会资本理论的分析视角[J]. 当代传播, 2013(4):21-24. [Sun Weihua. Network SNS: An analytical perspective of social capital theory[J]. Contemporary Communication, 2013(4):21-24.]
[18]	林楠.社会资本：关于社会结构与行动的理论[M]. 北京:社会科学文献出版社,2020:235. [Lin Nan. Social Capital: A Theory of Social Structure and Action[M]. Beijing: Social Science Academic Press, 2020:235.]
[19]	Nahapiet J, Ghoshal S. Social capital, intellectual capital, and the organizational advantage[J]. Academy of Management Review, 1998,23(2):242-266.
[20]	蔡晓陈. 社会资本的经济分析[D]. 武汉:武汉大学,2008:30. [Cai Xiaochen. An Economic Analysis of Social Capital[D]. Wuhan: Wuhan University, 2008:30.]
[21]	Kuo N T, Cheng Y S, Chang K C, et al. How social capital affects support intention: The mediating role of place identity[J]. Journal of Hospitality and Tourism Management, 2021,46:40-49.
[22]	Tsai W, Ghoshal S. Social capital and value creation: The role of intrafirm networks[J]. Academy of Management Journal, 1998,41(4): 464-476.
[23]	Kuo N T, Cheng Y S, Chang K C, et al. How social capital affects support intention: The mediating role of place identity[J]. Journal of Hospitality and Tourism Management, 2021,46:40-49.
[24]	Cao Y, Lin J, Zhou Z. Promoting customer value co-creation through social capital in online brand communities: The mediating role of member inspiration[J]. Computers in Human Behavior, 2022,137:107440. https://doi.org/10.1016/j.chb.2022.107440.
[25]	Chang K, Chen H, Hsieh C. Effects of relational capital on relationship between place attachment and resident participation[J]. Journal of Community & Applied Social Psychology, 2022,32(1):19-41.
[26]	郑晓云. 社会资本与农村发展[M]. 北京:中国社会科学出版社, 2009: 21-28. [Zheng Xiaoyun. Social Capital and Rural Development[M]. Beijing: China Social Sciences Press, 2009:21-28.]
[27]	Joo D, Tasci A D A, Woosnam K M, et al. Residents' attitude towards domestic tourists explained by contact, emotional solidarity and social distance[J]. Tourism Management, 2018,64:245-257.
[28]	Liu J, Qu H, Huang D, et al. The role of social capital in encouraging residents' pro-environmental behaviors in community-based ecotourism[J]. Tourism Management, 2014,41:190-201.
[29]	王勇,熊惠,李广斌.社会资本视角下历史文化名镇保护困境研究——基于苏州周庄、锦溪、黎里3镇调研[J]. 地理科学,2021,41(7): 1219-1226. [Wang Yong, Xiong Hui, Li Guangbin. The predicament for conservation of historic and cultural towns from the perspective of social capital: Case studies of Zhouzhuang, Jinxi and Lili towns in Suzhou city[J]. Scientia Geographica Sinica, 2021, 41(7):1219-1226.]
[30]	Van Til J. Citizen participation in the future[J]. Review of Policy Research, 1984,3(2):311-322.
[31]	Xu H, Jiang F, Wall G, et al. The evolving path of community participation in tourism in China[J]. Journal of Sustainable Tourism, 2019,27(8):1239-1258.
[32]	Sabet N S, Khaksar S. The performance of local government, social capital and participation of villagers in sustainable rural development[J]. The Social Science Journal, 2024,61(1):1-29.
[33]	贾衍菊,李昂,刘瑞,等.乡村旅游地居民政府信任对旅游发展支持度的影响——地方依恋的调节效应[J]. 中国人口·资源与环境, 2021,31(3):171-183. [Jia Yanju, Li Ang, Liu Rui, et al. Influence of residents' trust in government on support for tourism development in rural tourism destinations: Based on the moderating role of place attachment[J]. China Population, Resources and Environment, 2021,31(3):171-183.]
[34]	Wondirad A, Ewnetu B. Community participation in tourism development as a tool to foster sustainable land and resource use practices in a national park milieu[J]. Land Use Policy, 2019,88:104155. https: //doi.org/10.1016/j.landusepol.2019.104155.
[35]	Xu S, Hu Y. How do residents respond to negative environmental impacts from tourism? The role of community participation in empowering residents' environmentally responsible behavior[J]. International Journal of Tourism Research, 2021,23(6):1099-1111.
[36]	Ju Y. Complexity analysis about formation mechanism of residents' value co-creation behavior in tourism communities: Based on the social embeddedness perspective[J]. Journal of Hospitality and Tourism Management, 2022,53:100-109.
[37]	Lee T H. Influence analysis of community resident support for sustainable tourism development[J]. Tourism Management, 2013,34:37- 46.
[38]	Cheng T M, Wu H, Wang J, et al. Community Participation as a mediating factor on residents' attitudes towards sustainable tourism development and their personal environmentally responsible behaviour[J]. Current Issues in Tourism, 2019,22:1764-1782.
[39]	余文伟,朱虹,胡小丽,等.虚拟品牌社区中的品牌价值共创研究述评与展望[J]. 软科学,2020,34(7):55-59. [Yu Wenwei, Zhu Hong, Hu Xiaoli, et al. Brand value co-creation in virtual community: A literature review and prospects[J]. Soft Science, 2020,34(7):55-59.]
[40]	Chiu C M, Hsu M H, Wang E T G. Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories[J]. Decision Support Systems, 2006,42(3):1872- 1888.
[41]	Chang H H, Chuang S S. Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator[J]. Information & Management, 2011,48(1):9-18.
[42]	Jaafar M, Md Noor S, Mohamad D, et al. Motivational factors impacting rural community participation in community-based tourism enterprise in Lenggong Valley, Malaysia[J]. Asia Pacific Journal of Tourism Research, 2020,25(7):799-812.
[43]	吴蓉,黄旭,刘晔,等. 地方依恋对城市居民社区参与的影响研究——以广州为例[J]. 地理科学,2019,39(5):734-741. [Wu Rong, Huang Xu, Liu Ye, et al. The effect of place attachment on urban residents' civic engagement: The case of Guangzhou city[J]. Scientia Geographica Sinica, 2019,39(5):734-741.]
[44]	李东泉,方浩.社会资本视角下社区治理促进社会融合的实证研究——以成都市肖家河街道为例[J]. 重庆社会科学,2019(7):65- 74. [Li Dongquan, Fang Hao. An empirical study of community governance promoting social integration from the perspective of social capital: Take Xiaojiahe street in high-tech zone of Chengdu as an example[J]. Chongqing Social Sciences, 2019(7):65-74.]
[45]	Park D B, Lee K W, Choi H S, et al. Factors influencing social capital in rural tourism communities in South Korea[J]. Tourism Management, 2012,33(6):1511-1520.
[46]	Boudreaux K. A new call of the wild: Community-based natural resource management in Namibia[J]. Georgetown International Environmental Law Review, 2008,5:313-314.
[47]	Eusébio C, Vieira A L, Lima S. Place attachment, host-tourist interactions, and residents' attitudes towards tourism development: The case of Boa Vista island in Cape Verde[J]. Journal of Sustainable Tourism, 2018,26(6):890-909.
[48]	Cohen E. Toward a sociology of international tourism[J]. Social Research: An International Quarterly, 1972,39(1):164-182.
[49]	Woosnam K M, Aleshinloye K D, Ribeiro M A, et al. Social determinants of place attachment at a world heritage site[J]. Tourism Management, 2018,67:139-146.
[50]	Aleshinloye K, Fu X, Ribeiro M, et al. The influence of place attachment on social distance: Examining mediating effects of emotional solidarity and the moderating role of interaction[J]. Journal of Travel Research, 2020,59(5):828-849.
[51]	徐彤,陈晔,龙潜颖.旅游感知与地方依恋对主—客价值共创的影响[J]. 商业研究,2020(7):1-7. [Xu Tong, Chen Ye, Long Qianying. The influence of tourism perception and local attachment on hostguest value co-creation[J]. Commercial Research, 2020(7):1-7.]
[52]	Goodwin H. Local community involvement in tourism around National Parks: Opportunities and constraints[J]. Current Issues in Tourism, 2002,5:338-360.
[53]	陈彦,丰超,陈慧.社会资本视角下后疫情时代城市居民乡村旅游意向研究[J]. 商业经济与管理,2022(1):32-45. [Chen Yan, Feng Chao, Chen Hui. Rural tourism intentions of urban residents in the post-epidemic era from the perspective of social capital[J]. Journal of Business Economics, 2022(1):32-45.]
[54]	Teye V, Sirakaya E F, Sönmez S. Residents' attitudes toward tourism development[J]. Annals of Tourism Research, 2002,29(3):668- 688.
[55]	温忠麟,黄彬彬,汤丹丹. 问卷数据建模前传[J]. 心理科学,2018, 41(1):204-210. [Wen Zhonglin, Huang Binbin, Tang Dandan. Preliminary work for modeling questionnaire data[J]. Journal of Psychological Science, 2018,41(1):204-210.]
[56]	Hair J F, Anderson R E, Tatham R L. Multivariate Data Analysis (7th Edition)[M]. New Jersey: Prentice Hall, 2009:254-255.
[57]	Hayes A F. Partial, conditional, and moderated mediation: Quantification, inference, and interpretation[J]. Communication Monographs, 2018,85(1):4-40.
[58]	Cohen P, West S G, Aiken L S. Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences[M]. New Jersey: Lawrence Erlbaum Associates Publishers, 2003:354-389.
[59]	Nunkoo R, Gursoy D. Residents' support for tourism: An identity perspective[J]. Annals of Tourism Research, 2012,39(1):243-268.
[60]	Wang R, Dai M, Ou Y, et al. Residents' happiness of life in rural tourism development[J]. Journal of Destination Marketing & Management, 2021,20:100612. https://doi.org/10.1016/j.jdmm.2021.100612.
[61]	Nunkoo R. Governance and sustainable tourism: What is the role of trust, power and social capital?[J]. Journal of Destination Marketing & Management, 2017,6(4):277-285.
[62]	范莉娜,费广玉.民族旅游村寨居民社区关系对其生活满意度影响机制——以黔东南肇兴侗寨为例[J]. 社会科学家,2019(3):77- 83. [Fan Lina, Fei Guangyu. The influence mechanism of community relationship on life satisfaction of ethnic tourism village residents: A case study of Zhaoxing Dong village in southeast Guizhou province[J]. Social Scientist, 2019(3):77-83.]