The Impact of Standardization on Tourism Total Factor Productivity: The Moderating Effect of Entrepreneurial Activity

doi:10.12054/lydk.bisu.284

Abstract

Abstract:

Standardization serves as a crucial instrument for enhancing total factor productivity and driving high-quality development. Using the staggered implementation of tourism standardization pilot programs as a quasi-natural experiment, this study employs the DEA-Malmquist index to measure tourism total factor productivity across 240 prefecture-level cities in China from 2006 to 2019. A multi-period difference-in-differences (DID) model is then applied to assess the impact of these standardization initiatives on tourism total factor productivity. The results demonstrate that tourism standardization significantly improves total factor productivity within the tourism sector, primarily through technological advancements. The robustness of these findings is validated using propensity score matching DID (PSM-DID), synthetic DID, and placebo tests. Further analysis reveals an inverted U-shaped moderating effect of entrepreneurial activity on the relationship between tourism standardization and total factor productivity. Moreover, the positive effects of standardization are amplified in cities with underdeveloped economies, limited tourism resources, and weak market credit. This study provides novel empirical evidence supporting the efficacy of tourism standardization in enhancing both quality and efficiency within the tourism industry.

Key words: tourism standardization, tourism total factor productivity, difference-in-differences, tourism entrepreneurial activity

摘要：

标准化是提升全要素生产率、推动高质量发展的有力工具。本文以旅游业标准化试点政策作为一项准自然实验，运用DEA-Malmquist方法对我国2006年至2019年240个地级市的旅游业全要素生产率进行测算，并借助多期双重差分模型评估旅游业标准化建设对旅游全要素生产率所产生的影响。研究结果表明旅游标准化建设显著提升了城市的旅游业全要素生产率，且其作用的发挥更多依托于技术进步，本文运用PSM-DID、合成双重差分、安慰剂检验等多种方法证实了这一结论的可靠性。在进一步分析后，发现创业活跃度在旅游标准化与旅游业全要素生产率的关系中呈现倒U形调节作用，并且旅游标准化对经济欠发达地区、旅游资源禀赋欠佳以及市场信用较差的城市助力效果更为显著。本研究为旅游业标准化的提质增效作用提供了新的经验证据。

关键词: 旅游标准化, 旅游业全要素生产率, 双重差分, 旅游创业活跃度

CLC Number:

WANG Yu, DAI Yikun, WANG Yanru, SUN Xiaoyang. The Impact of Standardization on Tourism Total Factor Productivity: The Moderating Effect of Entrepreneurial Activity[J]. Tourism and Hospitality Prospects, 2025, 9(2): 60-79.

王彧, 戴亿坤, 王艳如, 孙晓洋. 标准化对旅游业全要素生产率的影响研究——基于创业活跃度的调节效应[J]. 旅游导刊, 2025, 9(2): 60-79.

Figures/Tables 9

References 33

[1]	Beck T, Levine R, Levkov A. Big bad banks? The winners and losers from bank deregulation in the United States[J]. The Journal of Finance, 2010, 65(5): 1637-1667.
[2]	Chehab O, Ilkhanizadeh S, Bouzari M. Impacts of job standardisation on restaurant frontline employees: Mediating effect of emotional labour[J]. Sustainability, 2021, 13(3): 1525.
[3]	Gkoumas A. Evaluating a standard for sustainable tourism through the lenses of local industry[J]. Heliyon, 2019, 5(11): e02707.
[4]	Lee W S, Sohn S Y. Effects of standardization on the evolution of information and communications technology[J]. Technological Forecasting and Social Change, 2018, 132: 308-317.
[5]	Simancas Cruz M, García Cruz J I, Greifemberg C A, et al. Strategies to improve the quality and competitiveness of coastal tourism areas: Applying tourism standards[J]. Journal of Tourism Analysis: Revista de Análisis Turístico, 2018, 25(1): 68-90.
[6]	Sun J R, Zhang J, Zhang J H, et al. Total factor productivity assessment of tourism industry: Evidence from China[J]. Asia Pacific Journal of Tourism Research, 2015, 20(3): 280-294.
[7]	Tsaur S H, Wang C H, Yen C H, et al. Job standardization and service quality: The mediating role of prosocial service behaviors[J]. International Journal of Hospitality Management, 2014, 40: 130-138.
[8]	陈银龙. 浅谈我国旅游标准化[J]. 大众标准化, 2006(11): 54-56.
	[CHEN Yinlong. On tourism standardization in China[J]. Popular Standardization, 2006(11): 54-56.]
[9]	崔维军, 孙成, 吴杰, 等. 标准“背书”如何影响企业创新? ——基于组织优化视角的实证分析[J]. 中国软科学, 2022(7): 105-117.
	[CUI Weijun, SUN Cheng, WU Jie, et al. How does standard “endorsement” affect enterprise innovation? Empirical analysis based on the perspective of organizational optimization[J]. China Soft Science, 2022(7): 105-117.]
[10]	樊玲玲, 侯志强, 曹咪, 等. 空间视角下城市旅游全要素生产率的收敛性分析[J]. 地理与地理信息科学, 2022, 38(2): 121-128.
	[FAN Lingling, HOU Zhiqiang, CAO Mi, et al. Convergence analysis on tourism total factor productivity in cities from a spatial perspective[J]. Geography and Geo-Information Science, 2022, 38(2): 121-128.]
[11]	冯烽, 崔琳昊. 高铁开通与站点城市旅游业发展:“引擎”还是“过道”?[J]. 经济管理, 2020, 42(2): 175-191.
	[FENG Feng, CUI Linhao. High-speed rail operation and tourism in the HSR site city: “engine” or “corridor”?[J]. Business and Management Journal, 2020, 42(2): 175-191.]
[12]	侯学瑞, 薛鲁宁, 陆育, 等. 企业综合管理标准化研究[J]. 中国标准化, 2023(10): 80-84, 105.
	[HOU Xuerui, XUE Luning, LU Yu, et al. Research on standardization of enterprise integrated management[J]. China Standardization, 2023(10): 80-84, 105.]
[13]	蒋瑛, 刘琳, 刘寒绮. 智慧旅游建设促进了旅游经济高质量发展吗?——全要素生产率视角下的准自然实验[J]. 旅游科学, 2022, 36(2): 44-62.
	[JIANG Ying, LIU Lin, LIU Hanqi. Has smart tourism construction promoted the high-quality development of tourism economy?—Quasi-natural experiment from the perspective of total factor productivity[J]. Tourism Science, 2022, 36(2): 44-62.]
[14]	李明龙, 孙晓洋, 郭海荣, 等. 数字经济能推动旅游业高质量发展吗?基于PSTR模型的实证分析[J]. 旅游导刊, 2024, 8(5): 1-26.
	[LI Minglong, SUN Xiaoyang, GUO Hairong, et al. Can the digital economy promote high-quality tourism development? Empirical evidence based on the PSTR model[J]. Tourism and Hospitality Prospects, 2024, 8(5): 1-26.]
[15]	李鹏, 冯艳滨, 孙俊明. 旅游标准化理论研究与实践[M]. 北京: 中国旅游出版社, 2013: 206-208.
	[LI Peng, FENG Yanbin, SUN Junming. Research and Practice of Tourism Standardization Theory[M]. Beijing: China Travel & Tourism Press, 2013: 206-208.]
[16]	李政, 刘丰硕. 企业家精神提升城市全要素生产率了吗?[J]. 经济评论, 2020(1): 131-145.
	[LI Zheng, LIU Fengshuo. Does entrepreneurship improve the total factor productivity of cities?[J]. Economic Review, 2020(1): 131-145.]
[17]	林嵩, 谷承应, 斯晓夫, 等. 县域创业活动、农民增收与共同富裕——基于中国县级数据的实证研究[J]. 经济研究, 2023, 58(3): 40-58.
	[LIN Song, GU Chengying, SI Xiaofu, et al. County-level entrepreneurship, farmers’ income increase and common prosperity: An empirical study based on Chinese county-level data[J]. Economic Research Journal, 2023, 58(3): 40-58.]
[18]	刘瑞明, 李林, 亢延锟, 等. 景点评选、政府公共服务供给与地区旅游经济发展[J]. 中国工业经济, 2018(2): 118-136.
	[LIU Ruiming, LI Lin, KANG Yankun, et al. Selection activities of scenic spots, the supply of government public services and regional tourism economic development[J]. China Industrial Economics, 2018(2): 118-136.]
[19]	刘彦秀, 孙根紧. 全国文明城市评选是否促进了旅游经济高质量发展?——来自准自然实验的经验证据[J]. 资源开发与市场, 2022, 38(9): 1126-1136.
	[LIU Yanxiu, SUN Genjin. Does the national civilized city selection promote the high-quality development of tourism economy? Empirical evidence from quasi-natural experiments[J]. Resource Development & Market, 2022, 38(9): 1126-1136.]
[20]	刘勇, 何丽. 旅游标准化建设促进我国山地旅游高质量发展研究——以西部藏族聚居区四姑娘山景区为例[J]. 广西社会科学, 2022(8): 22-30.
	[LIU Yong, HE Li. Research on the promotion of high-quality development of mountain tourism in China through tourism standardization construction: Taking mount Siguniang scenic area in western Tibetan-inhabited areas as an example[J]. Guangxi Social Sciences, 2022(8): 22-30.]
[21]	戚聿东, 朱正浩. 需求侧视角下技术标准化推进数字产业创新的机制与路径探索[J]. 经济科学, 2023(4): 63-84.
	[QI Yudong, ZHU Zhenghao. Mechanism and path of technology standardization in promoting digital sectoral innovation from the perspective of demand side[J]. Economic Science, 2023(4): 63-84.]
[22]	邵帅, 李嘉豪. “低碳城市”试点政策能否促进绿色技术进步?——基于渐进双重差分模型的考察[J]. 北京理工大学学报(社会科学版), 2022, 24(4): 151-162.
	[SHAO Shuai, LI Jiahao. Can the low-carbon policy promote the progress of green technology?—An investigation based on time-varying DID model[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2022, 24(4): 151-162.]
[23]	孙盼盼, 李勇坚, 李子璇. 地方政府行为对旅游产业全要素生产率的影响机制[J]. 华侨大学学报(哲学社会科学版), 2021(3): 45-58.
	[SUN Panpan, LI Yongjian, LI Zixuan. On the impact mechanism of China’s local government actions on the total factor productivity of tourism industry[J]. Journal of Huaqiao University (Philosophy & Social Sciences), 2021(3): 45-58.]
[24]	孙兆倩, 顾贺. 高铁开通对旅游业全要素生产率的影响研究——基于中国276个地级市的面板数据经验[J]. 全国流通经济, 2021(25): 134-138.
	[SUN Zhaoqian, GU He. Research on the impact of high-speed rail opening on the total factor productivity of the tourism industry: Empirical evidence from panel data of 276 prefecture level cities in China[J]. China Circulation Economy, 2021(25): 134-138.]
[25]	王季云, 姜雨璐. 旅游业标准体系的思考与重构[J]. 旅游学刊, 2013, 28(11): 67-74.
	[WANG Jiyun, JIANG Yulu. Reflection and reconstruction of the current national tourism standard system in China[J]. Tourism Tribune, 2013, 28(11): 67-74.]
[26]	王亚飞, 宋晓倩. 产业集聚对旅游业全要素生产率的影响——作用机理与经验证据[J]. 重庆社会科学, 2020(12): 59-74.
	[WANG Yafei, SONG Xiaoqian. The influence of tourism industry agglomeration on total factor productivity of tourism industry: Mechanism of action and empirical evidence[J]. Chongqing Social Sciences, 2020(12): 59-74.]
[27]	王彧, 戴亿坤, 孙晓洋, 等. 农村产业扶持政策协同致富的效应和机制——基于电商与旅游的实证分析[J]. 技术经济, 2024, 43(4): 75-87.
	[WANG Yu, DAI Yikun, SUN Xiaoyang, et al. Synergistic effect and mechanism of rural industrial support policies in promoting prosperity: An empirical analysis based on e-commerce and tourism[J]. Journal of Technology Economics, 2024, 43(4): 75-87.]
[28]	闻迪. 旅游标准化建设提升企业效益途径研究[D]. 西安: 陕西科技大学, 2016.
	[WEN Di. Research on Ways to Promote Enterprise Performance by Tourism Industry Standardization Construction[D]. Xi’an: Shaanxi University of Science and Technology, 2016.]
[29]	吴丹丹, 冯学钢, 马仁锋, 等. 数字经济发展对旅游业全要素生产率的非线性效应[J]. 旅游学刊, 2023, 38(2): 47-65.
	[WU Dandan, FENG Xuegang, MA Renfeng, et al. Nonlinear effects of digital economy development on tourism total factor productivity[J]. Tourism Tribune, 2023, 38(2): 47-65.]
[30]	许文立, 孙磊. 市场激励型环境规制与能源消费结构转型——来自中国碳排放权交易试点的经验证据[J]. 数量经济技术经济研究, 2023, 40(7): 133-155.
	[XU Wenli, SUN Lei. Market-incentive environmental regulation and energy consumption structure transformation[J]. Journal of Quantitative & Technological Economics, 2023, 40(7): 133-155.]
[31]	查建平, 钱醒豹, 赵倩倩, 等. 中国旅游全要素生产率及其分解研究[J]. 资源科学, 2018, 40(12): 2461-2474.
	[ZHA Jianping, QIAN Xingbao, ZHAO Qianqian, et al. Estimation and decomposition of total factors productivity of China’s tourism[J]. Resources Science, 2018, 40(12): 2461-2474.]
[32]	张琰, 李国琼, 王玥涵, 等. 区域旅游标准化推动长三角一体化高质量发展的创新实践[J]. 中国标准化, 2021(5): 111-114.
	[ZHANG Yan, LI Guoqiong, WANG Yuehan, et al. Innovative practice of regional tourism standardization to promote the integrated high-quality development of the Yangtze River[J]. China Standardization, 2021(5): 111-114.]
[33]	朱文涛, 顾乃华, 刘胜. 高速铁路与制造业集聚的空间异质性[J]. 财贸经济, 2022, 43(3): 143-160.
	[ZHU Wentao, GU Naihua, LIU Sheng. Spatial heterogeneity of high-speed rail and manufacturing agglomeration[J]. Finance & Trade Economics, 2022, 43(3): 143-160.]

类别 Category	指标名称 Indicator	具体指标 Specific indicator	计算方法 Calculation method
投入要素 Input factor	资本	旅游固定资产	固定资产投资×旅游总收入/GDP（平减）
	劳动	旅游从业人数	城市第三产业从业人数×省旅游从业人数/第三产业从业人数
	资源	旅游资源丰裕度	4A景区数×1+5A景区数×1.5
产出要素 Output factor	产值	旅游总收入	国内旅游收入+国际旅游收入（平减）
产出要素 Output factor	规模	旅游总人数	国内旅游接待人次+国外旅游接待人次

类别 Category	指标名称 Indicator	具体指标 Specific indicator	计算方法 Calculation method
投入要素 Input factor	资本	旅游固定资产	固定资产投资×旅游总收入/GDP（平减）
	劳动	旅游从业人数	城市第三产业从业人数×省旅游从业人数/第三产业从业人数
	资源	旅游资源丰裕度	4A景区数×1+5A景区数×1.5
产出要素 Output factor	产值	旅游总收入	国内旅游收入+国际旅游收入（平减）
产出要素 Output factor	规模	旅游总人数	国内旅游接待人次+国外旅游接待人次

变量 Variable	变量符号 Symbol	观测值 Observation	均值 Mean	标准差 Std.	最小值 Min.	最大值 Max.
被解释变量 Dependent variable	TTFP	3 360	1.111	0.516	0.155	4.503
核心解释变量 Independent variable	STA	3 360	0.120	0.325	0.000	1.000
控制变量 Control variables	ECO	3 360	10.238	0.66	7.913	12.836
	FDI	3 360	0.019	0.019	0.000	0.199
	INF	3 360	0.769	0.362	0.016	4.570
	EDU	3 360	0.018	0.024	0.000	0.172
	INT	3 360	17.785	17.68	0.360	189.019
	STR	3 360	0.906	0.464	0.094	4.932
调节变量 Moderating variable	ENT	3 360	9.770	11.252	0.126	138.616

变量 Variable	变量符号 Symbol	观测值 Observation	均值 Mean	标准差 Std.	最小值 Min.	最大值 Max.
被解释变量 Dependent variable	TTFP	3 360	1.111	0.516	0.155	4.503
核心解释变量 Independent variable	STA	3 360	0.120	0.325	0.000	1.000
控制变量 Control variables	ECO	3 360	10.238	0.66	7.913	12.836
	FDI	3 360	0.019	0.019	0.000	0.199
	INF	3 360	0.769	0.362	0.016	4.570
	EDU	3 360	0.018	0.024	0.000	0.172
	INT	3 360	17.785	17.68	0.360	189.019
	STR	3 360	0.906	0.464	0.094	4.932
调节变量 Moderating variable	ENT	3 360	9.770	11.252	0.126	138.616

变量 Variable	因变量旅游全要素生产率（1）	因变量旅游全要素生产率（2）	因变量旅游全要素生产率（3）	因变量旅游全要素生产率（4）
变量 Variable	TTFP(1)	TTFP(2)	TTFP(3)	TTFP(4)
STA	0.349 9^*** (0.049 1)	0.155 3^*** (0.051 0)	0.105 9^*** (0.025 4)	0.107 8^*** (0.024 6)
ECO		0.181 9^*** (0.040 7)		-0.158 8^*** (0.044 5)
FDI		0.051 4 (0.877 8)		0.862 3^* (0.480 0)
INF		-0.194 1^*** (0.054 9)		-0.309 9^*** (0.037 5)
EDU		-1.336 3 (1.608 8)		2.538 4^*** (0.969 6)
INT		0.004 9^*** (0.001 4)		-0.000 6 (0.000 6)
STR		0.311 5^*** (0.057 1)		0.016 1 (0.034 5)
常数项	1.069 0^*** (0.0238)	-0.965 0^** (0.386 4)	1.098 4^*** (0.005 6)	2.895 2^*** (0.462 6)
年份固定效应	否	否	是	是
城市固定效应	否	否	是	是
观测值	3 360	3 360	3 360	3 360
R²	0.067 2	0.234 4	0.696 6	0.717 5