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- Title
乡村旅游开发中女性村官参与行为影响机理研究 ——以湖南省女性村官为例
- Authors
罗文斌; 钟诚; TIMOTHY, Dallen J.; 孟贝
- Abstract
Rural tourism is not only an important context for tourism development, but also one of the best ways to promote rural social and economic transformations. This is particularly important in China, where rural development has come to the fore in recent years. Driven by the power of government regulations and market demand, Chinese rural tourism is already commonplace, and the issues associated with the organizational mechanisms of rural tourism development have become a critical topic of academic and industry debate. One such contemporary issue is the role of female village officials in policy-making. This is increasingly significant in rural tourism development, and women's roles in affecting the organizational mechanisms of rural tourism are of paramount importance today. However, much current research pays attention only to the economic impact of rural tourism on women, which is far from the truism that rural tourism should reflect women's principles, including women's care and women's values. Women's participation, especially female village officials, has an obvious impact on the organization and function of rural tourism development. Thus, it is necessary to conduct research into the influential factors and mechanisms of participation by female village leaders in rural tourism. This paper aims to develop a theoretical framework of participation intentions of women village officials in rural tourism through the use of the theory of planned behavior (TPB) and to expand the TPB by adding the specific variable of “characteristics of political participation”, which is used to represent the specific status of female officials. Questionnaires were the main source of data, and a structural equation model (SEM) was applied to analyze the empirical information, derived from 282 women officials in Hunan Province, China. The research reveals a number of important findings. First, female village officials' intention to develop rural tourism is strong. Second, subjective norms, perceived behavioral control and the characteristics of political participation significantly influence female participation behavior in rural tourism development, with coefficients being 0.408, 0.258 and 0.250 respectively, and subjective norm having the strongest impact. The variable characteristic of political participation has an obvious effect on behavior during their participation, which has not been found in previous research. Third, behavioral attitude has no direct impact on behavioral intention, but it can affect behavioral intention through the characteristics of political participation indirectly. The intermediary role of behavioral attitude in this model becomes more complicated, which is different from the findings in previous studies. To promote rural tourism development and improve organizational efficiency, the attitudes of women village officials need to be translated into their responsibilities and abilities, which can then affect their participatory behavior. Finally, several suggestions are provided to stimulate and guide female participation in rural tourism development. These include identifying and playing the guiding role of surrounding women officials with supportive people, especially senior government officers; enhancing women's self-awareness of village resources and tourism endowments; and improving their capability of becoming involved in rural tourism by stimulating a desire and interest in participating more meaningfully.
- Publication
Tourism Tribune / Lvyou Xuekan, 2017, Vol 32, Issue 1, p54
- ISSN
1002-5006
- Publication type
Article
- DOI
10.3969/j.issn.1002-5006.2017.01.011