乡村旅游地农户旅游经营行为及其效率提升路径研究：以四川省为例

At present, rural areas are undergoing reformation in China. It is both of the rapid urbanization process and the high-speed rural tourism consumption demand that are profoundly affecting the transformation and development of traditional rural areas, and changing the original livelihood mode of rural households. Self-planning and organization of tourism business activities, effectively obtain business revenues, becoming a common choice for most rural households in rural tourism destinations. However, only appropriately guiding the tourism business behavior of farmers and improving the operational efficiency of tourism management are the fundamental guarantee for the sustainable and steady improvement of rural tourism business growth. Based on the operational behavior of rural tourism households, this study analyses rural households transition behavior into tourism business activities, and then explores the characteristics and influencing factors of this transition behavior. Next, this study builds a measurement model of rural households’ tourism operational efficiency including the socio-demographic and socioeconomic characteristics and sums up the objective characteristics of the area which is not suitable for the rural tourism management. Thirdly, this study analyzes different types of rural households’tourism operational efficiency and discusses the influencing factors of their efficiency gaps namely from the perspectives of business subjects, business scales and business models, and finally find the way to improve rural households’s tourism business performance. This study is theoretical and practical significance of enhancing the quality of rural tourism management, increasing the income level of rural households and promoting the sustainable and healthy development of rural tourism.

现阶段，我国农村正发生新的变革，快速的城市化进程与高速攀升的乡村旅游消费需求正深刻地影响着传统乡村的转型与发展，改变农户原有生计模式，自主规划、组织旅游经营活动，切实获得经营效益，成为乡村旅游地众多农户的选择，但只有合理引导农户旅游经营行为，提高经营效率，才是乡村旅游经营效益持续稳定增长的根本保证。本研究立足于农户旅游经营行为，以四川省为案例区，在分析农户旅游经营转入行为的基础上，探究农户旅游经营行为的特征及影响因素；构建考虑区位客观属性的旅游经营效率测度模型，探究农户旅游经营行为与经营效率的关系，并总结出不适合乡村旅游经营的区位客观特征；基于影响农户旅游经营行为的分析，从经营主体、经营规模、经营模式三个方面分析不同类型农户的旅游经营效率差异及其决定因素，探寻农户旅游经营效率的提升路径。该研究将对提升农户旅游经营管理水平、增加农户家庭收入、促进乡村旅游可持续发展有重要理论贡献和实践意义。

正确引导乡村旅游经营走向规范化科学化，提升旅游经营效率，是助力旅游产业升级、满足市场需求变化的必然要求，是乡村旅游持续稳健发展的根本保证，更是推动乡村旅游高质量发展的微观基础。本项目以四川省为例，在分析农户旅游经营转入行为的基础上，探究农户旅游经营行为的特征及影响因素；构建考虑区位客观属性的旅游经营效率测度模型，探究农户旅游经营行为选择与经营效率的关系，并从家庭分工、经营规模、经营模式三个方面分析不同类型农户的旅游经营效率差异及其决定因素，探寻农户旅游经营效率的提升路径。同时，在项目研究推进过程中，展开了一系列拓展研究，取得了较为丰富的研究成果。重要结果显示，不同初始状态转换进入旅游经营活动的概率及其决定因素存在很大差异，一系列关键旅游经营行为选择背后的驱动因素亦显著不同，在旅游发展过程中应避免“一刀切”式政策措施，强化政策措施针对性及其与政策目标的匹配性；区位客观条件异质性考虑与否对旅游经营效率水平产生重要影响，正视区位客观条件差异是提升旅游经营效率的前提。在关键数据方面，本项目收集的旅游经营数据包括户主特征、家户特征、家庭生计资本、外部环境、旅游经营基本情况、旅游经营技术采纳、旅游经营信息获取、旅游经营水平等类别，还包括利用所构建的非凸共同前沿数据包络模型和MATLAB计算得到的经营效率水平数据。本项目从微观农户视角出发，充分考虑旅游经营行为选择的异质性，剔除区位客观条件差异对旅游经营效率的影响，以及审视和评估了经营效率导向下旅游经营行为选择与政府政策干预的科学性与、合理性，通过农户旅游经营效率提升构筑乡村旅游经济集约式增长的微观基础，丰富与拓展了中国现有乡村旅游研究。