“新农人”乡村文旅创业驱动因素与组合路径构型探究

doi:10.3969/j.issn.1004-1524.2022.11.24

浙江农业学报 ›› 2022, Vol. 34 ›› Issue (11): 2553-2566.DOI: 10.3969/j.issn.1004-1524.2022.11.24

“新农人”乡村文旅创业驱动因素与组合路径构型探究

卢静宜¹(), 向科衡²^,^*()

1.浙江经济职业技术学院商贸流通学院,浙江杭州 310018
2.浙江外国语学院文化和旅游学院,浙江杭州 310013

收稿日期:2021-11-04 出版日期:2022-11-25 发布日期:2022-11-29
通讯作者: 向科衡
作者简介:*向科衡,E-mail:harukixiang@163.com
卢静宜(1989—),女,浙江杭州人,硕士,讲师,研究方向为农村电子商务。E-mail:771613043@qq.com
基金资助:
教育部人文社会科学研究青年基金(22YJC630164)

Research on driving factors and combination path configuration of rural cultural tourism entrepreneurship of “new farmers”

LU Jingyi¹(), XIANG Keheng²^,^*()

1. School of Commercial Distribution, Zhejiang Technical Institute of Economics, Hangzhou 310018, China
2. School of Culture and Tourism, Zhejiang International Studies University,Hangzhou 310013, China

Received:2021-11-04 Online:2022-11-25 Published:2022-11-29
Contact: XIANG Keheng

摘要/Abstract

摘要：

以杭州市富阳区蒋家村为案例地,以行动者网络理论为框架,在实证调研的基础上通过模糊集比较定性方法对“新农人”文旅创业的前后置因素、实施过程与效能进行深度调研,并结合10位“新农人”文旅创新创业的案例进行分析。结果表明:角色感知和资源资本是驱动“新农人”创新创业效能的首要促进因素,资源资本和政府政策是影响“新农人”文旅创新创业驱动力的外部保障性因素,角色感知和内部情感与信念作为内部驱动合力是内向型保障因素。当区位条件和周围支持成为主推因素时,“新农人”文旅创业的驱动影响因素偏向交通区位和资源资本主导型。“新农人”文旅创新创业驱动组合要素会随着政策更迭、商业模式红利期的周期、网络热点的追踪等而发生变化。最终,提出基于定性比较分析实证研究的“新农人”创新创业驱动因素和组合路径情境下的行动者网络理论模型框架。

关键词: 行动者网络理论, 乡村振兴, 乡村文旅

Abstract:

In the present study, Jiangjia Village in Fuyang District, Hangzhou City, was selected as a case, and the actor network theory was used as a framework. An in-depth research on the antecedent factors, implementation process and effectiveness of cultural tourism entrepreneurship of “new farmers” was conducted through the fuzzy set comparison qualitative method on the basis of empirical research, and a case study of 10 “new farmers”. The results showed that the role perception and resource capital were the principle factors promoting the entrepreneurship. Resource capital and government policies were the external guarantee factors, while role perception and internal emotions and beliefs were the internal drivers that drove the innovation and entrepreneurship of “new farmers”. When location conditions and surrounding support became the main push factors, the driving factors influencing the cultural tourism entrepreneurship of “new farmers” tended to be transportation location and resource capital-led type. The driving factors and their combination of cultural tourism entrepreneurship of “new farmers” could vary with the change of policies, the cycle of business model bonus period, the tracking of network hotspots, etc. Finally, a theoretical framework model of actor network was proposed based on qualitative comparative analysis and empirical research in the context of the driving factors and combination paths of the cultural tourism entrepreneurship of “new farmers”.

Key words: actor network theory, rural revitalization, rural culture and tourism

中图分类号:

S-9
F323.6

卢静宜, 向科衡. “新农人”乡村文旅创业驱动因素与组合路径构型探究[J]. 浙江农业学报, 2022, 34(11): 2553-2566.

LU Jingyi, XIANG Keheng. Research on driving factors and combination path configuration of rural cultural tourism entrepreneurship of “new farmers”[J]. Acta Agriculturae Zhejiangensis, 2022, 34(11): 2553-2566.

图/表 9

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编码 Code	创业形式 Entrepreneurship form	创业类型 Entrepreneurship type	主体构成 Main body composition	功能价值 Function value	前置身份 Pre-identity	驱动因素 Driving factors
1	乡村亲子研学地 Rural parent-child research and study area	经营型+平台型 Operation+ Platform	返乡创业 Returning home to start entrepreneurship	亲子休闲 Parent-child leisure	上班族 Office worker	身份、创业意识、政策扶持、前置经历、土地资源 Identity, entrepreneurial awareness, policy support,pre-experience, land resources
2	乡村民宿 Rural hotel	经营型 Operation	本地人 Native	休闲娱乐 Leisure and entertainment	农业从业 Farmer	意识、乡村生态、理念、社会资本、信念、交通 Awareness, rural ecology, philosophy, social capital, conviction, transportation
3	观赏农业 Ornamental agriculture	经营型 Operation	本地人 Native	娱乐 Entertainment	农业从业 Farmer	审美、生态、产业认知、土地资源 Aesthetics, ecology, industrial awareness, land resources
4	农家乐 Agritainment	经营型 Operation	本地人 Native	餐饮娱乐 Dining and entertainment	农业从业 Farmer	道德、生态、实践探索、土地资源、人脉资源 Ethics, ecology, practical exploration, land resources, human resources
5	体验式手工布艺 Experiential handmade fabric	平台型 Platform	返乡创业 Returning home to start entrepreneurship	非遗个性 Intangible cultural heritage and personalities	上班族 Office worker	道德、技能、政府角色、政策影响、社会资本 Ethics, skills, role of government, policy influence, social capital
6	农业采摘体验 Agricultural picking	经营型 Operation	本地人 Native	娱乐体验 Entertainment and experiences	农业从业 Farmer	生态、意识、土地资源、区位位置 Ecology, awareness, land resources, location
7	乡创文旅学院 Rural cultural tourism college	知识型 Episteme	本地人 Native	知识赋能 Knowledge empowerment	上班族 Office worker	知识创新、意识、道德、技能、声望、政策、交流 Knowledge and innovation, awareness, ethics, skills, prestige, policy, communication
8	乡村文旅电商 Rural cultural tourism e-commerce	平台型+经营型 Platform+ operation	本地人 Native	流量转化 Internet traffic monetizing	乡村旅游 Countryside tourism	意识、技能、声望 Awareness, skills, prestige
编码 Code	创业形式 Entrepreneurship form	创业类型 Entrepreneurship type	主体构成 Main body composition	功能价值 Function value	前置身份 Pre-identity	驱动因素 Driving factors
9	乡村文旅直播 Rural cultural tourism live broadcast	平台型+经营型 Platform+ operation	外来人口 Non-native	流量转化 Internet traffic monetizing	上班族 Office worker	政策支持、政府、经济条件、知识创新 Policy support, government, economic conditions, knowledge innovation
10	乡村文旅定制游 Countryside customized cultural tourism	经营型 Operation	外来人口 Non-native	增值服务 Value-added services	上班族 Office worker	意识、技能、声望、产业认知、实践探索 Awareness, skills, prestige, industry awareness, practical exploration

编码 Code	创业形式 Entrepreneurship form	创业类型 Entrepreneurship type	主体构成 Main body composition	功能价值 Function value	前置身份 Pre-identity	驱动因素 Driving factors
1	乡村亲子研学地 Rural parent-child research and study area	经营型+平台型 Operation+ Platform	返乡创业 Returning home to start entrepreneurship	亲子休闲 Parent-child leisure	上班族 Office worker	身份、创业意识、政策扶持、前置经历、土地资源 Identity, entrepreneurial awareness, policy support,pre-experience, land resources
2	乡村民宿 Rural hotel	经营型 Operation	本地人 Native	休闲娱乐 Leisure and entertainment	农业从业 Farmer	意识、乡村生态、理念、社会资本、信念、交通 Awareness, rural ecology, philosophy, social capital, conviction, transportation
3	观赏农业 Ornamental agriculture	经营型 Operation	本地人 Native	娱乐 Entertainment	农业从业 Farmer	审美、生态、产业认知、土地资源 Aesthetics, ecology, industrial awareness, land resources
4	农家乐 Agritainment	经营型 Operation	本地人 Native	餐饮娱乐 Dining and entertainment	农业从业 Farmer	道德、生态、实践探索、土地资源、人脉资源 Ethics, ecology, practical exploration, land resources, human resources
5	体验式手工布艺 Experiential handmade fabric	平台型 Platform	返乡创业 Returning home to start entrepreneurship	非遗个性 Intangible cultural heritage and personalities	上班族 Office worker	道德、技能、政府角色、政策影响、社会资本 Ethics, skills, role of government, policy influence, social capital
6	农业采摘体验 Agricultural picking	经营型 Operation	本地人 Native	娱乐体验 Entertainment and experiences	农业从业 Farmer	生态、意识、土地资源、区位位置 Ecology, awareness, land resources, location
7	乡创文旅学院 Rural cultural tourism college	知识型 Episteme	本地人 Native	知识赋能 Knowledge empowerment	上班族 Office worker	知识创新、意识、道德、技能、声望、政策、交流 Knowledge and innovation, awareness, ethics, skills, prestige, policy, communication
8	乡村文旅电商 Rural cultural tourism e-commerce	平台型+经营型 Platform+ operation	本地人 Native	流量转化 Internet traffic monetizing	乡村旅游 Countryside tourism	意识、技能、声望 Awareness, skills, prestige
编码 Code	创业形式 Entrepreneurship form	创业类型 Entrepreneurship type	主体构成 Main body composition	功能价值 Function value	前置身份 Pre-identity	驱动因素 Driving factors
9	乡村文旅直播 Rural cultural tourism live broadcast	平台型+经营型 Platform+ operation	外来人口 Non-native	流量转化 Internet traffic monetizing	上班族 Office worker	政策支持、政府、经济条件、知识创新 Policy support, government, economic conditions, knowledge innovation
10	乡村文旅定制游 Countryside customized cultural tourism	经营型 Operation	外来人口 Non-native	增值服务 Value-added services	上班族 Office worker	意识、技能、声望、产业认知、实践探索 Awareness, skills, prestige, industry awareness, practical exploration

变量类型 Variable type	一级变量 First lever variables	二级变量 Second level variables	变量来源 Variable source	变量赋值 Variable assignment
解释变量 Explanatory	外部情感与信念 External emotions	农业情怀 Agricultural sentiment	郑可,等^[18] ZHENG K, et al^[18]	存在,1;不存在,0 Existence, 1; Non-existence, 0
variable	and beliefs	社会责任 Social responsibility	郑可,等^[18] ZHENG K, et al^[18]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		政策回报 Policy return	本研究案例 The case of this study	有,1;无,0 Existence, 1; Non-existence, 0
	内部情感与信念 Internal emotions	身份认同 Identity	本研究案例 The case of this study	认同,1;不认同,0 Approval, 1; Disapproval, 0
	and beliefs	身份流动 Identity mobility	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		前置经历 Pre-experience	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
变量类型 Variable type	一级变量 First lever variables	二级变量 Second level variables	变量来源 Variable source	变量赋值 Variable assignment
		创业积累 Entrepreneurial accumulation	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		过程经验 Process experience	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	探索执行 Exploration and	问题解决 Problem-solving	郑可,等^[18] ZHENG K, et al^[18]	解决,1;未解决,0 Solved, 1; Unsolved, 0
	implementation	知识转化 Knowledge conversion	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		经验转化 Experience conversion	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	创新创业程度 Degree of innovation	模式创新 Model innovation	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	and entrepreneurship	平台创新 Platform innovation	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		渠道创新 Channel innovation	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		技术创新 Technology innovation	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		新模式认可 New model recognition	本研究案例 The case of this study	认可,1;不认可,0 Agree, 1; Disagree, 0
		新问题认可 New problem recognition	本研究案例 The case of this study	认可,1;不认可,0 Agree, 1; Disagree, 0
	周围支持 Surrounding support	家庭支持 Family support	郑可,等^[18] ZHENG K, et al^[18]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		亲友支持 Family and friends support	郑可,等^[18] ZHENG K, et al^[18]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		社会认可 Social recognition	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	政府政策 Government policy	政策支持 Policy support	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		政府正面影响 Positive impact of government	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	区位条件 Location conditions	交通区位 Traffic location	刘传喜,等^[5] LIU C X, et al^[5]	有优势,1;无优势,0 With advantage, 1; Without advantage, 0
		可进入难度 Accessibility	本研究案例 The case of this study	可进入,1;不可进入,0 Accessible; 1; Not accessable, 0
	资源资本 Resource capital	土地资源 Land resources	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		社会资源 Social resources	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		人脉资源 Social network resources	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		自然人文资源 Natural and humanistic resources	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	角色感知 Role perception	声望 Reputation	向雯茜^[20] XIANG W X^[20]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		意识意愿 Awareness and will	向雯茜^[20] XIANG W X^[20]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		技能储备 Skill reserve	向雯茜^[20] XIANG W X^[20]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		道德 Moral	向雯茜^[20] XIANG W X^[20]	存在,1;不存在,0 Existence, 1; Non-existence, 0
变量类型 Variable type	一级变量 First lever variables	二级变量 Second level variables	变量来源 Variable source	变量赋值 Variable assignment
		知识储备 Knowledge reserve	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
结果变量 Result variable	创业效能 Entrepreneurial efficacy	盈利情况 Profit status	本研究案例 The case of this study	盈利,1;亏损,0 Profit, 1; Loss, 0

变量类型 Variable type	一级变量 First lever variables	二级变量 Second level variables	变量来源 Variable source	变量赋值 Variable assignment
解释变量 Explanatory	外部情感与信念 External emotions	农业情怀 Agricultural sentiment	郑可,等^[18] ZHENG K, et al^[18]	存在,1;不存在,0 Existence, 1; Non-existence, 0
variable	and beliefs	社会责任 Social responsibility	郑可,等^[18] ZHENG K, et al^[18]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		政策回报 Policy return	本研究案例 The case of this study	有,1;无,0 Existence, 1; Non-existence, 0
	内部情感与信念 Internal emotions	身份认同 Identity	本研究案例 The case of this study	认同,1;不认同,0 Approval, 1; Disapproval, 0
	and beliefs	身份流动 Identity mobility	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		前置经历 Pre-experience	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
变量类型 Variable type	一级变量 First lever variables	二级变量 Second level variables	变量来源 Variable source	变量赋值 Variable assignment
		创业积累 Entrepreneurial accumulation	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		过程经验 Process experience	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	探索执行 Exploration and	问题解决 Problem-solving	郑可,等^[18] ZHENG K, et al^[18]	解决,1;未解决,0 Solved, 1; Unsolved, 0
	implementation	知识转化 Knowledge conversion	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		经验转化 Experience conversion	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	创新创业程度 Degree of innovation	模式创新 Model innovation	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	and entrepreneurship	平台创新 Platform innovation	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		渠道创新 Channel innovation	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		技术创新 Technology innovation	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		新模式认可 New model recognition	本研究案例 The case of this study	认可,1;不认可,0 Agree, 1; Disagree, 0
		新问题认可 New problem recognition	本研究案例 The case of this study	认可,1;不认可,0 Agree, 1; Disagree, 0
	周围支持 Surrounding support	家庭支持 Family support	郑可,等^[18] ZHENG K, et al^[18]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		亲友支持 Family and friends support	郑可,等^[18] ZHENG K, et al^[18]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		社会认可 Social recognition	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	政府政策 Government policy	政策支持 Policy support	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		政府正面影响 Positive impact of government	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	区位条件 Location conditions	交通区位 Traffic location	刘传喜,等^[5] LIU C X, et al^[5]	有优势,1;无优势,0 With advantage, 1; Without advantage, 0
		可进入难度 Accessibility	本研究案例 The case of this study	可进入,1;不可进入,0 Accessible; 1; Not accessable, 0
	资源资本 Resource capital	土地资源 Land resources	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		社会资源 Social resources	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		人脉资源 Social network resources	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
		自然人文资源 Natural and humanistic resources	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
	角色感知 Role perception	声望 Reputation	向雯茜^[20] XIANG W X^[20]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		意识意愿 Awareness and will	向雯茜^[20] XIANG W X^[20]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		技能储备 Skill reserve	向雯茜^[20] XIANG W X^[20]	存在,1;不存在,0 Existence, 1; Non-existence, 0
		道德 Moral	向雯茜^[20] XIANG W X^[20]	存在,1;不存在,0 Existence, 1; Non-existence, 0
变量类型 Variable type	一级变量 First lever variables	二级变量 Second level variables	变量来源 Variable source	变量赋值 Variable assignment
		知识储备 Knowledge reserve	本研究案例 The case of this study	存在,1;不存在,0 Existence, 1; Non-existence, 0
结果变量 Result variable	创业效能 Entrepreneurial efficacy	盈利情况 Profit status	本研究案例 The case of this study	盈利,1;亏损,0 Profit, 1; Loss, 0

变量 Variables	一致性 Consistency	覆盖率 Coverage
外部情感与信念 External emotions and beliefs	0.25	0.250
内部情感与信念 Internal emotions and beliefs	0.75	0.600
探索执行Exploration and implementation	0.50	0.285
创新创业程度 Degree of innovation and entrepreneurship	0.25	0.166
政府政策Government policies	0.75	0.428
区位条件Location conditions	0.25	0.250
资源资本Resource capital	1.00	0.444
角色感知Role perception	1.00	0.500
周围支持Surrounding support	0.50	0.286

“新农人”乡村文旅创业驱动因素与组合路径构型探究

Research on driving factors and combination path configuration of rural cultural tourism entrepreneurship of “new farmers”

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前因条件 Antecedent	构型1 Configuration 1	构型2 Configuration 2	构型3 Configuration 3	构型4 Configuration 4
外部情感与信念External emotions and beliefs	ⓧ	ⓧ	ⓧ	●
内部情感与信念Internal emotions and beliefs	ⓧ	●	●	●
探索执行Exploration and implementation	●	ⓧ	ⓧ	●
创新创业程度Degree of innovation and entrepreneurship	ⓧ	ⓧ	ⓧ	●
周围支持Surrounding support	ⓧ	ⓧ	●	●
政府政策Government policies	ⓧ	●	●	●
区位条件Location conditions	ⓧ	ⓧ	●	ⓧ
资源资本Resource capital	●	●	●	●
角色感知Role perception	●	●	●	●
一致性Consistency	1.00	1.00	1.00	1.00
覆盖率Original coverage	0.25	0.25	0.25	0.25

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