农户认知、角色认同对农遗旅游开发意愿影响——基于鞍山南果梨栽培系统的研究

THE EFFECT OF FARMER'S COGNITION AND ROLE IDENTIFICATION ON THE INTENTION OF AGRICULTURAL HERITAGE TOURISM DEVELOPMENT——STUDY ON THE CULTIVATION SYSTEM OF NANGUO PEAR IN AN'SHAN

关键词:  农户认知  角色认同  农遗旅游开发意愿  鞍山南果梨栽培系统  中介效应模型

Key words:  farmers cognition  role identity  agricultural heritage tourism development intention  An'shan Nanguo pear cultivation system  mediation effect model

摘要:

目的 发展旅游是农业文化遗产动态保护和适应性管理的有效途径之一。农户是推进遗产地发展旅游的主体，探讨农业文化遗产地农户农遗旅游开发意愿及其影响因素，对于遗产地振兴以及农业文化遗产的可持续传承和利用具有重要的作用。方法 文章通过对遗产地农户展开实地调研，利用计划行为理论和角色认同理论，运用结构方程模型、中介效应模型，实证分析农户认知、角色认同与农遗旅游开发意愿之间的关系，以及角色认同在农户认知与农遗旅游开发意愿之间的中介作用。结果 行为态度、主观规范、知觉行为控制和角色认同对农户农遗旅游开发意愿存在显著的正向影响，原真性感知对农户农遗旅游开发意愿存在不显著正向影响；行为态度、主观规范、知觉行为控制和原真性感知对角色认同具有显著的正向影响；角色认同在行为态度、主观规范和原真性感知与农遗旅游开发意愿之间存在中介作用。结论 （1）农户是农遗旅游发展过程中最主要的利益相关者之一，相关部门应加强与农户交流，充分了解农户参与农遗旅游发展的需求和瓶颈，并给予政策支持，利用线上和线下渠道引导农户理解农业文化遗产的原真性，以提高农户认知水平。（2）在农遗旅游开发过程中要突出农户的主体地位，注重农业文化遗产传承人的带头作用，提高农户作为农遗旅游开发主体的角色认同感。（3）坚持以文塑旅，以旅彰文，提高农户开发农遗旅游意愿，实现文化和旅游的双向赋能。

Abstract:

Developing tourism is one of the effective ways of dynamic protection and adaptive management of agricultural cultural heritage.Farmers are the main body to promote the development of tourism in the heritage areas.To explore the willingness of farmers to develop agricultural heritage tourism and its influencing factors is of great importance for the revitalization of the heritage areas and the sustainable inheritance and utilization of agricultural heritage.By conducting field research on farmers in heritage areas, using the theory of planned behavior and role identity, structural equation model and mediation effect model, this paper empirically analyzed the relationship between farmers' cognition, role identity and rural heritage tourism development intention, as well as the mediating role of role identity between farmers' cognition and rural heritage tourism development intention.Behavioral attitudes, subjective norms, perceived behavioral control and role identification had significant positive effects on rural heritage tourism development intention, while authentic perception had insignificant positive effects on rural heritage tourism development intention. Behavioral attitude, subjective norm, perceived behavioral control and authentic perception have significant positive effects on role identification. Role identification plays a mediating role between behavioral attitudes, subjective norms, authentic perception and the intention to develop rural heritage tourism.（1）Farmers are one of the most important stakeholders in the development of agricultural heritage tourism. Relevant departments should strengthen communication with farmers, fully understand the needs and bottlenecks of farmers' participation in the development of agricultural heritage tourism, and provide policy support. Online and offline channels should be used to guide farmers to understand the authenticity of agricultural heritage, so as to improve their cognition level.（2）In the process of agricultural heritage tourism development, it is necessary to highlight the dominant position of farmers, pay attention to the leading role of agricultural cultural inheritors, and improve the sense of identity of farmers as the main role of agricultural heritage tourism development. （3）We should insist on shaping tourism with literature and complementing literature with tourism, improve farmers' willingness to develop agricultural heritage tourism, and realize the bidirectional empowerment of culture and tourism.