西藏农牧民参与旅游开发的主观幸福感及调控机制研究

Tourism development in Tibet is a hot topic in research studies while it lacks studies on tourism development based on the subjective well-being theory. This project will select herdsmen in Linzhi area of Tibet as study objectives, and investigate the status of herdsmen's participation in tourism, including the form of participation, encouraging factors, and restricting factors. Considering the social and economic background in Tibet, this project will edit foreign classic measurable tables, which will be used to measure the local herdsmen's subjective well-being, including the satisfaction of life quality, the positive emotion, and the negative emotion. This project will investigate factors which are related to tourism and can affect herdsmen's subjective well-being. The multiple stepwise regression approach will be applied to measure which factors are obviously correlated with herdsmen's subjective well-being. Based on it, this project will propose valid controlling measures which will encourage more herdsmen to participate in tourism industry, in order to improve herdsmen's subjective well-being from a wide scale. According to factors restricting subjective well-being, this project will adopt valid strategies to enhance herdsmen's well-being deeply. In short, under the background of society transition and the construction of harmonious society in our country, it is not only a trend of theory development, but also more in line with the requirement of the times to study herdsmen's well-being in Tibet. This project, which can improve the rapid development and stabilization in Tibet, has important theoretical and practical values.

西藏旅游业发展是学术界的一个研究热点，但缺少依托主观幸福感理论探讨旅游发展的研究。本课题选择西藏林芝地区农牧民作为研究对象，调查农牧民参与旅游的现状，包括参与形式、激励或制约因素等；结合西藏的社会文化背景修订国外的多重经典量表，以此来测量当地农牧民的主观幸福感（包括生活满意度、积极与消极情感）；调查与旅游业相关并预期能影响农牧民主观幸福感的因素，运用多元逐步回归方法分析哪些因素与主观幸福感显著相关。在此基础上，制定有效的调控措施，让更多农牧民参与到旅游业中，从广度上提高农牧民的主观幸福感；针对制约主观幸福感的因素，采取有效的对策，从深度上加强农牧民的幸福感。总之，在当前我国社会转型和构建和谐社会的大背景下，研究西藏农牧民的幸福感，不仅是理论发展的趋势，而且也符合时代的要求，能够促进西藏的跨越式发展和长治久安，具有重要的理论和实践价值。

“十二五”期间西藏将保障和改善民生作为推进西藏跨越式发展和长治久安的最终目的。2014年，西藏自治区投入71亿元，全面落实18项民生政策，新增11项惠民举措。西藏保障和改善民生，重点领域在农牧区，重点对象是农牧民。近年来，西藏地区政府已认识到乡村旅游对于我国农村地区的进步、农业结构的调整、农民收入的增加等具有重要的推动作用。西藏各地区纷纷把发展乡村旅游作为推动农牧民脱贫致富的扶贫工程、富民工程来抓，不断加大农牧民旅游扶持力度，促进乡村旅游蓬勃发展。. 在西藏所有的特色旅游区中林芝地区农牧民参与旅游业较为突出，目前旅游业已成为林芝地区第一大产业。该地区高度重视旅游业带动农牧民增收致富，然而尽管农牧民在参与旅游开发获得了一定的经济收益，但是同时也潜藏着种种问题，例如粗放式经营、观光为主、形式单一、参与性不足、开发深度不够等问题。对此，本研究调查了目前林芝地区乡村旅游发展现状，调查了农牧民参与乡村旅游的主要形式，通过一手调查数据分析农牧民参与旅游的意愿，并通过多元回归方法找出了激励或制约农牧民参与的6项因素，调查农牧民的幸福感现状以及影响幸福感的10项因素，并针对现存的问题提出对策建议。