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论文编号：	1491
作者编号：	043132
上传时间：	2009/12/19 9:28:03
中文题目：	乡村旅游可持续发展决策中的利益相关者关系研究——基于社会网络视角
英文题目：	Stakeholder Relationship in Making Sustainable Rural Tourism Policy: A Social Network Perspective
指导老师：	李天元
中文关键字：	可持续乡村旅游决策; 社会网络; 利益相关者关系
英文关键字：	Sustainable Rural Tourism Policies; Social Network; Stakeholder Relationship
中文摘要：	近年来，乡村旅游不仅在我国旅游市场中日益活跃，而且成为了建设“社会主义新农村”及推动农村发展的有效途径和发展模式之一。“农业、农村、农民问题关系党和国家事业发展全局”，因此，制定科学、有效的乡村旅游可持续发展政策，指导乡村旅游健康、可持续发展，不仅是促进乡村旅游实践活动发展的需要，更是实现国家发展战略的重要组成部分和时代提出的重大课题。 体现可持续旅游精神的乡村旅游可持续发展决策过程，本质就是各相关政策主体通过正式或非正式互动，交换信息、共享资源、协调目标、策略和价值观，形成解决乡村旅游可持续发展问题共识的动态过程。在决策过程中，每一个政策主体的行为都会受到系统内多维因素构成的关系结构的左右。因此，明确各政策主体在决策系统中的位置、明晰各利益主体之间的关系结构是制定科学的旅游政策的前提和基础。然而，目前国内外旅游利益相关者关系研究的热点多是聚焦于利益相关者之间的二元关系，利益相关者之间的多元关系互动及利益相关者之间的关系结构并没有得到应有的关注。鉴于此，本研究以社会网络理论、利益相关者理论、可持续旅游理论等为依托，通过剖析利益相关者之间的关系结构，构建了理想的乡村旅游决策主体关系网络，以期为决策者制定乡村旅游决策提供借鉴。 围绕上述研究目标，本文主要考查了以下两个问题：其一，在决策中，各利益相关者群体如何理解“乡村旅游可持续发展”，这直接影响和决定着政策内容；其二，可持续乡村旅游决策主体之间建立怎样的关系结构更有利于乡村旅游决策的科学制定。研究过程分两个阶段进行，第一个阶段为定性研究，主要围绕第一个问题展开，数据通过深度访谈获得；第二阶段为定量研究，主要服务于第二个问题，数据通过调查问卷收集。所收集的数据主要通过网络分析法和统计分析法进行分析。 首先，本研究通过文献梳理和德尔菲法，确定了可持续乡村旅游决策的主要利益相关者，并在这些利益主体及其推荐的其他利益主体中进行深度访谈。访谈结果显示，多数利益相关者对于“乡村旅游可持续发展”这一观念缺乏清晰、全面的认识，而是倾向于将乡村旅游的可持续发展等同于乡村经济、文化、生态环境某一个层面的可持续发展，尤其是等同于乡村经济的可持续发展。而且，不同利益相关者群体对“可持续乡村旅游”理解的差异与其自身利益密不可分。利益相关者对可持续乡村旅游理解的差异，将可能使他们对可持续乡村旅游的内容、目标等方面的认识产生分歧，从而成为制定乡村可持续旅游政策的一大挑战，因此，通过宣传、教育、培训等方式，普及可持续旅游的相关知识，让利益相关者对可持续旅游有一个正确的理解，是今后面临的首要问题。 其次，基于文献分析，以社会网络理论、社会网络分析方法、利益相关者理论为依托，构建理想的乡村旅游决策网络。社会网络分析是用于分析结构关系的一套理论和方法，可对行动者之间的关系进行测量和可视化处理。中心性和密度是考核网络结构的两个重要指标。根据利益相关者理论，“权力”和“合法化/正当性”是识别重要利益相关者的主要指标。一个理想的可持续乡村旅游决策网络，应该是重要利益相关者位居网络中心，旅游企业、东道地社区、政府与旅游管理机构及压力群体等主要利益相关者之间都建立了紧密联系的全网网络。 再次，本研究以山东省潍坊市杨家埠村和荣成市河口渔村为例，考查和分析了当前案例地的可持续乡村旅游决策主体之间的联系网络的现有结构，并通过与理想的旅游决策网络进行比较，为其决策网络结构的优化提出了改进策略和建议。 最后，根据案例研究结果，对前文提出的网络模型进行修订。一方面，被视为最有权力和最合法的地方旅游局应是网络中中心性最高的行动者；另一方面，利益相关者群体之间通常会存在结构洞（structure holes），因此，需要辨识出中介利益相关者，从而为存在结构洞的利益相关者搭建联系桥梁。 本研究从社会网络视角，对可持续乡村旅游决策利益相关者的多元互动和关系结构进行了探讨，并构建了理想的乡村旅游决策网络。这对我国改进可持续乡村旅游政策的制定程序，对研究乡村旅游可持续发展的实现途径具有一定的理论价值和现实启示。
英文摘要：	Rural tourism not only presents a more and more active role in China’s tourism market, but also has been an effective way to facilitate social development in rural areas through its impact on employment creation, income redistribution and culture revitalization, and build a “new socialist countryside”. As the resolution of issues concerning agriculture, rural areas, and farmers has an overall impact on the development of the Communist Party and China, developing reasonable and effective sustainable rural tourism policies and guiding the healthy and sustainable development of rural tourism is an increasingly significant part of both rural tourism activities and China’s national strategy. It could be argued that the problem of how sustainable rural tourism policies could be best developed which is also the goal of this study, should be examined more carefully by tourism academics, administrations and the industry. In essence, developing sustainable rural tourism policies reflecting the values of sustainable tourism is a dynamic process in which policy-makers reach consensus on the issues concerning sustainable rural tourism by formal or informal interaction, information exchange, and cooperation. In policy formulation, any policy-maker’s behavior might be influenced by multiple and interdependent relationships among all the other policy-makers rather than bilateral stakeholder relationships. As a result, it suggests making best sustainable rural tourism policies tends to be based on understanding the relationships among the policy stakeholders and identifying their location in the tourism policy network. Unfortunately, more attention has paid to the dyadic tourism stakeholder relationships in tourism research while the multiple relationships and relationship structure among stakeholders has been neglected to some extent. Therefore, this study will develop an ideal policy-making stakeholder network through examining the relationship structure among policy-making stakeholders based on social network theory, stakeholder theory and sustainable tourism theory. The model proposed in this study could be instrumental for policy-makers to develop reasonable sustainable rural tourism policies. To achieve the goal of this research, this study examines how the concept of sustainable rural tourism has been interpreted by related stakeholders, and explores how the relationship patterns among policy-making stakeholders might contribute to the scientific formulation of rural tourism policies. The study is conducted in two stages. The first stage uses a qualitative and second stage employs a quantitative methodology. Interviews and questionnaires are used to collect data in the qualitative and quantitative stage respectively. Network analysis and statistical analysis are applied in this study. Firstly, an in-depth interview is conducted among core policy-making stakeholders identified by literature review and the Delphi method. On the one hand, the results show the concept of sustainability creates has different meanings for different stakeholder groups. Most of the respondents from the two rural destinations consider the notion of sustainability in the context of economic vitality. Very few of the respondents are able to provide a definition of sustainable rural tourism including all three basic dimensions. In addition, divergent stakeholder groups interpret sustainable rural tourism in terms of their own interests. This would be one of the difficulties for developing sustainable rural tourism policies because it is hard to attain collective decision-making. On the other hand, most of the respondents agree more contacts have to be established if policy formulation can be attained. Consequently, educating stakeholders and enhancing awareness of stakeholders to multiple dimensions of sustainability could be critical for making policies reflecting the values of a wider group of stakeholders. Secondly, this study develops an ideal rural tourism policy network model from the perspectives of social network theory and stakeholder theory on the basis of a literature review. Social network theory，a set of theories and methods for analyzing relationships and relationship structures，could visualize and measure the relationships among the social actors. Usually, two indicators, namely centrality and density, are employed to examine the network structure. Power and legitimacy are two core attributes identifying important stakeholders according to stakeholder theory. An ideal sustainable rural tourism policy network consists of core stakeholders such as tourism industry, community environment, local government and tourism administration and pressure groups based on above characteristics. In this network, as far as density is concerned, all actors have ties to one another, in other words, it is a complete network and has a density of 1. In terms of centrality, the more critical the stakeholders perceived by the other stakeholders, the more central these stakeholders should be located across the network as well. Thirdly, the study examines the current pattern of sustainable rural tourism policy network taking Yangjiabu and Hekou villages located in Shandong Province as examples. After survey results are compared with the ideal network model, some propositions and suggestions are forwarded to optimize their network patterns. Finally, this research modifies the network model proposed at the beginning of this study according to the findings of the case studies. On the one hand, local tourism administrations perceived to be most powerful and legitimate stakeholders should have the highest centrality. On the other hand, intermediary stakeholders should be identified and shoulder the task of linking the stakeholder network together. This study explores the multiple relationships and relationship patterns of stakeholders and develops an ideal network model. It might be instrumental for the formulation of sustainable rural tourism policy and the sustainable development of rural tourism in China, both in practice and theory.
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