How Multiple Subjects Promote the High-quality Development of Rural Tourism from the Perspective of New Endogenous Development Theory: An Empirical Study Based on Samples from 16 Villages in 8 Cities in Zhejiang Province

doi:10.12054/lydk.bisu.290

Tourism and Hospitality Prospects ›› 2025, Vol. 9 ›› Issue (2): 1-34.DOI: 10.12054/lydk.bisu.290

• Research Paper • Next Articles

How Multiple Subjects Promote the High-quality Development of Rural Tourism from the Perspective of New Endogenous Development Theory: An Empirical Study Based on Samples from 16 Villages in 8 Cities in Zhejiang Province

LI Qiucheng, LIU Xin, GUAN Jingjing, WANG Yaxin, XIANG Guopeng()

School of Tourism and Urban-Rural Planning, Zhejiang Gongshang University, Hangzhou 310018, China

Received:2024-06-21 Revised:2024-12-24 Online:2025-04-30 Published:2025-05-07

新内生发展理论视角下多主体何以促进乡村旅游高质量发展?——来自浙江省8市16村样本的实证

李秋成, 刘鑫, 管婧婧, 王亚新, 项国鹏()

浙江工商大学旅游与城乡规划学院浙江杭州 310018

通讯作者: 项国鹏（1975— ），男，浙江富阳人，博士，浙江工商大学旅游与城乡规划学院教授、博士生导师，研究方向为文旅创新创业与数字文旅，E-mail：xgp75@sina.com。
作者简介:李秋成（1984— ），男，江苏东台人，博士，浙江工商大学旅游与城乡规划学院副教授、硕士生导师，研究方向为乡村旅游与目的地环境治理；
刘鑫（1997— ），女，河南南阳人，浙江工商大学旅游与城乡规划学院硕士研究生，研究方向为乡村旅游可持续发展；
管婧婧（1980— ），女，浙江宁波人，博士，浙江工商大学旅游与城乡规划学院教授、硕士生导师，研究方向为乡村旅游治理；
王亚新（1998— ）女，山东菏泽人，浙江工商大学旅游与城乡规划学院硕士研究生，研究方向为旅游者绿色行为。
基金资助:
国家社会科学基金一般项目“共同体视域下乡村旅游地多主体生态价值共创的动能机制与路径研究”(24BGL141);国家自然科学基金面上项目“多主体协同下核心旅游企业参与乡村社区治理的实现机制研究”(72472141)

Abstract

Abstract:

Promoting the high-quality development of rural tourism is a crucial path to fully realizing the rural revitalization strategy. Based on New Endogenous Development Theory, this paper constructs a theoretical model for the multidimensional high-quality development of rural tourism from the perspective of multi-actor collaboration and internal-external linkages. A quantitative empirical study is conducted based on survey data from 16 villages in 8 cities in Zhejiang Province (N=1,126). Using structural equation modeling with SmartPLS 4.0 software, the study finds: (1) The operation of tourism enterprises, local community involvement, and government policy support all have a significant positive impact on the economic, social, ecological, and cultural dimensions of high-quality rural tourism development. (2) Rural operational mechanisms drive local community participation, jointly promoting the high-quality development of rural tourism. (3) Government policy support effectively promotes internal community involvement and the operational engagement of tourism companies in rural areas. This paper provides a theoretical basis and practical reference for the policy design and innovative practices of high-quality rural tourism development.

Key words: new endogenous development, rural tourism, high-quality development, community participation, rural operation

摘要：

推动乡村旅游高质量发展是全面推进乡村振兴战略的重要路径。本文基于新内生发展理论，从多主体协同和内外联动视角，构建乡村旅游多维度高质量发展理论模型，并基于浙江省8市16村的调研数据样本（N=1 126）进行定量实证研究。通过SmartPLS 4.0软件的结构方程模型分析，发现：（1）旅游企业运营、当地社区参与度以及政府政策支持对乡村旅游的经济、社会、生态及文化等多维度高质量发展均有显著的正向影响；（2）乡村运营机制通过带动当地社区参与共同促进乡村旅游的高质量发展；（3）政府的政策支持能够有效推动乡村内部社区参与及旅游公司的运营介入。本文为乡村旅游高质量发展的政策设计与实践创新提供了理论依据与实践参考。

关键词: 新内生发展, 乡村旅游, 高质量发展, 社区参与, 乡村运营

CLC Number:

LI Qiucheng, LIU Xin, GUAN Jingjing, WANG Yaxin, XIANG Guopeng. How Multiple Subjects Promote the High-quality Development of Rural Tourism from the Perspective of New Endogenous Development Theory: An Empirical Study Based on Samples from 16 Villages in 8 Cities in Zhejiang Province[J]. Tourism and Hospitality Prospects, 2025, 9(2): 1-34.

李秋成, 刘鑫, 管婧婧, 王亚新, 项国鹏. 新内生发展理论视角下多主体何以促进乡村旅游高质量发展?——来自浙江省8市16村样本的实证[J]. 旅游导刊, 2025, 9(2): 1-34.

Figures/Tables 6

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城市 City	县（区） County/District	乡（镇） Township	村（庄） Village	运营模式 Operating model	运营现状 Current operational status
杭州市 Hangzhou	淳安县	枫树岭镇	下姜村	公司+村集体+ 农户	融合红色文化资源与现代潮流元素，以“党建+研学+文旅”的新发展模式带动周边农户共同发展
杭州市 Hangzhou	临安区	高虹镇	石门村	公司+村集体+ 农户	以“重资产”方式直接推进景区的投资开发与项目运营，并积极与各类社会组织合作交流，以链接更多外部资源、拓宽景区发展空间
宁波市 Ningbo	奉化区	萧王庙街道	滕头村	政府+村集体+ 农户	以生态旅游为主线，整合区域农产品优势资源，兴建农家乐园、千米绿色长廊、草莓基地等生态景点，辐射带动相关产业，促进农、文、旅、智融合发展
宁波市 Ningbo	宁海县	前童镇	鹿山村	政府+村集体+ 农户	已完成街区风貌改造、民宿创建、文化展馆等8个子项目的打造，大力发展文创产品，已形成初具规模的文创产业
嘉兴市 Jiaxing	秀洲区	新塍镇	潘家浜村	政府+村集体+ 农户	依托独特的资源打造“桑梓潘家浜”品牌，形成集聚餐饮、住宿、休闲为一体的综合性乡村旅游示范区
嘉兴市 Jiaxing	海宁市	丁桥镇	新仓村	政府+公司+ 农户	引入外部企业共同投资成立乡村产业联合体，制定“二八分配机制”，确保村民致富
湖州市 Huzhou	长兴县	水口乡	顾渚村	政府+村集体+农户	目前由传统的农家乐民宿聚集地向全域旅游度假地转型
	安吉县	天荒坪镇	余村村	公司+村集体+农户	打造了“春赏花、夏避暑、秋登山、冬滑雪”的山地特色旅游度假景区
	德清县	莫干山镇	劳岭村	政府+村集体+农户	已形成以“洋家乐”为代表的多元化度假产业融合发展格局
绍兴市 Shaoxing	柯桥区	漓渚镇	棠棣村	公司+村集体+农户	与院校和田园综合体公司合作打造智慧温室及智能化农业装备示范基地，村集体以土地和基础设施占股30%~40%
绍兴市 Shaoxing	上虞区	岭南乡	东澄村	政府+公司+ 农户	打造“生态农业+休闲观光+乡村旅游”的特色休闲产业链，共富效应显著
金华市 Jinhua	兰溪市	诸葛镇	诸葛八卦村	政府+村集体+农户	注册成立诸葛旅游发展有限公司，将诸葛文化融入乡村旅游助推乡村振兴
金华市 Jinhua	东阳市	南马镇	花园村	政府+村集体+农户	形成了生物与医药、新能源与新材料、红木家具与木制品、新建材与建筑、文化旅游与教育卫生等五大主导产业
舟山市 Zhoushan	定海区	干览镇	新建村	公司+村集体+农户	以“文化+创意+旅游”的模式打造完成南洞艺谷，并借助市场化的专业团队对项目建设进行一体式管理
台州市 Taizhou	仙居县	淡竹乡	下叶村	政府+运营商+农户	目前处于初步运营阶段，运营商面临一年内为下叶村民宿产业吸引一万人次游客的考核指标
台州市 Taizhou	三门县	横渡镇	岩下潘村	公司+村集体+农户	与邻村合作成立三门县横有味集体经济发展有限公司，对山水资源、集体资产进行组合打包和综合开发

城市 City	县（区） County/District	乡（镇） Township	村（庄） Village	运营模式 Operating model	运营现状 Current operational status
杭州市 Hangzhou	淳安县	枫树岭镇	下姜村	公司+村集体+ 农户	融合红色文化资源与现代潮流元素，以“党建+研学+文旅”的新发展模式带动周边农户共同发展
杭州市 Hangzhou	临安区	高虹镇	石门村	公司+村集体+ 农户	以“重资产”方式直接推进景区的投资开发与项目运营，并积极与各类社会组织合作交流，以链接更多外部资源、拓宽景区发展空间
宁波市 Ningbo	奉化区	萧王庙街道	滕头村	政府+村集体+ 农户	以生态旅游为主线，整合区域农产品优势资源，兴建农家乐园、千米绿色长廊、草莓基地等生态景点，辐射带动相关产业，促进农、文、旅、智融合发展
宁波市 Ningbo	宁海县	前童镇	鹿山村	政府+村集体+ 农户	已完成街区风貌改造、民宿创建、文化展馆等8个子项目的打造，大力发展文创产品，已形成初具规模的文创产业
嘉兴市 Jiaxing	秀洲区	新塍镇	潘家浜村	政府+村集体+ 农户	依托独特的资源打造“桑梓潘家浜”品牌，形成集聚餐饮、住宿、休闲为一体的综合性乡村旅游示范区
嘉兴市 Jiaxing	海宁市	丁桥镇	新仓村	政府+公司+ 农户	引入外部企业共同投资成立乡村产业联合体，制定“二八分配机制”，确保村民致富
湖州市 Huzhou	长兴县	水口乡	顾渚村	政府+村集体+农户	目前由传统的农家乐民宿聚集地向全域旅游度假地转型
	安吉县	天荒坪镇	余村村	公司+村集体+农户	打造了“春赏花、夏避暑、秋登山、冬滑雪”的山地特色旅游度假景区
	德清县	莫干山镇	劳岭村	政府+村集体+农户	已形成以“洋家乐”为代表的多元化度假产业融合发展格局
绍兴市 Shaoxing	柯桥区	漓渚镇	棠棣村	公司+村集体+农户	与院校和田园综合体公司合作打造智慧温室及智能化农业装备示范基地，村集体以土地和基础设施占股30%~40%
绍兴市 Shaoxing	上虞区	岭南乡	东澄村	政府+公司+ 农户	打造“生态农业+休闲观光+乡村旅游”的特色休闲产业链，共富效应显著
金华市 Jinhua	兰溪市	诸葛镇	诸葛八卦村	政府+村集体+农户	注册成立诸葛旅游发展有限公司，将诸葛文化融入乡村旅游助推乡村振兴
金华市 Jinhua	东阳市	南马镇	花园村	政府+村集体+农户	形成了生物与医药、新能源与新材料、红木家具与木制品、新建材与建筑、文化旅游与教育卫生等五大主导产业
舟山市 Zhoushan	定海区	干览镇	新建村	公司+村集体+农户	以“文化+创意+旅游”的模式打造完成南洞艺谷，并借助市场化的专业团队对项目建设进行一体式管理
台州市 Taizhou	仙居县	淡竹乡	下叶村	政府+运营商+农户	目前处于初步运营阶段，运营商面临一年内为下叶村民宿产业吸引一万人次游客的考核指标
台州市 Taizhou	三门县	横渡镇	岩下潘村	公司+村集体+农户	与邻村合作成立三门县横有味集体经济发展有限公司，对山水资源、集体资产进行组合打包和综合开发

人口学变量 Demographic variable	具体分类 Classification	频数 Frequency	比例（%） Percentage
性别 Gender	男	592	52.6
性别 Gender	女	534	47.4
年龄 Age	18岁以下	50	4.4
	19~30岁	314	27.9
	31~45岁	302	26.8
	46~60岁	273	24.3
	61岁及以上	187	16.6
文化程度 Education level	初中及以下	613	54.4
	高中	216	19.2
	大专	144	12.8
	本科	120	10.7
	研究生	33	2.9
月收入 Monthly income	3 000元及以下	361	32.1
	3 001~6 000元	464	41.2
	6 001~9 000元	205	18.2
	9 001~12 000元	78	6.9
	12 001元及以上	18	1.6
是否参与旅游业 Participate in tourism industry	是	517	45.9
是否参与旅游业 Participate in tourism industry	否	609	54.1

人口学变量 Demographic variable	具体分类 Classification	频数 Frequency	比例（%） Percentage
性别 Gender	男	592	52.6
性别 Gender	女	534	47.4
年龄 Age	18岁以下	50	4.4
	19~30岁	314	27.9
	31~45岁	302	26.8
	46~60岁	273	24.3
	61岁及以上	187	16.6
文化程度 Education level	初中及以下	613	54.4
	高中	216	19.2
	大专	144	12.8
	本科	120	10.7
	研究生	33	2.9
月收入 Monthly income	3 000元及以下	361	32.1
	3 001~6 000元	464	41.2
	6 001~9 000元	205	18.2
	9 001~12 000元	78	6.9
	12 001元及以上	18	1.6
是否参与旅游业 Participate in tourism industry	是	517	45.9
是否参与旅游业 Participate in tourism industry	否	609	54.1

研究构念与测量题项 Research constructs and measurement item	因子载荷 Factor loading	组合信度 CR	平均方差萃取 AVE		克隆巴赫系数 Cronbach’s α
政府政策支持		0.815	0.567		0.808
政府制定发展旅游的各项政策	0.769^***
政府投入资金改善交通等旅游基础设施	0.812^***
政府利用闲置土地发展旅游	0.670^***
政府为村民提供旅游从业培训	0.738^***
政府从村外引进各种旅游相关机构	0.768^***
公司运营		0.815	0.625		0.802
我对村里旅游运营公司工作人员印象好	0.828^***
公司给村民的旅游分红合理	0.719^***
公司为村民提供了较多的就业岗位	0.820^***
公司使旅游发展越来越好	0.790^***
社区参与		0.815		0.517	0.813
我愿意参与村里的旅游经营活动	0.764^***
我支持村里举办旅游节庆活动	0.761^***
我支持政府制定的旅游发展政策	0.732^***
我能够参与村里的旅游发展政策讨论	0.665^***
我能够对村里旅游发展提出监督意见	0.658^***
发展旅游增强了我的环保和文化意识	0.724^***
乡村旅游高质量发展		0.790		0.589	0.765
经济维度
发展旅游增加了家庭收入	0.807^***
发展旅游创造了更多的就业机会	0.832^***
发展旅游提高了我家的房屋出租收入	0.713^***
发展旅游带动了农副产品销售	0.724^***
发展旅游提升了村集体经济实力	0.749^***
文化维度
发展旅游使我在村里就可以看到越来越多的戏曲和演出	0.728^***
发展旅游使我在村里就可以看到越来越多的图书	0.736^***
发展旅游使我经常去文化礼堂参加各种文化活动	0.825^***
发展旅游使我更加热爱村里的历史文化	0.741^***
社会维度
发展旅游提高了村子的社会知名度	0.642^***
发展旅游吸引了越来越多的村民返乡	0.666^***
发展旅游使村里人关系和睦	0.789^***
发展旅游使村民与干部的关系越来越好	0.815^***
生态维度
发展旅游使村里的空气越来越好	0.865^***
发展旅游使村里的水越来越干净	0.623^***
发展旅游使村里的植被越来越多	0.853^***
发展旅游使村里的鸟类越来越多	0.834^***
发展旅游使村民越来越爱护自然环境	0.815^***

How Multiple Subjects Promote the High-quality Development of Rural Tourism from the Perspective of New Endogenous Development Theory: An Empirical Study Based on Samples from 16 Villages in 8 Cities in Zhejiang Province

新内生发展理论视角下多主体何以促进乡村旅游高质量发展?——来自浙江省8市16村样本的实证

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Figures/Tables 6

References 81

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Metrics

	AVE	1	2	3	4
1.乡村旅游高质量发展	0.589	0.767
2.公司运营	0.625	0.622	0.790
3.政府政策支持	0.567	0.624	0.588	0.753
4.社区参与	0.517	0.702	0.512	0.534	0.721

假设 Hypothesis	标准化路径系数 Standardized path coefficient	标准误差 STDEV	t值 t-value	假设检验结果 Result
H_1a：政府政策支持→经济高质量发展	β₁=0.183^***	0.037	4.963	支持
H_1b：政府政策支持→社会高质量发展	β₂=0.263^***	0.029	9.218	支持
H_1c：政府政策支持→文化高质量发展	β₃=0.174^***	0.034	5.086	支持
H_1d：政府政策支持→生态高质量发展	β₄=0.259^***	0.037	7.009	支持
H_2a：社区参与→经济高质量发展	β₅=0.296^***	0.033	8.838	支持
H_2b：社区参与→社会高质量发展	β₆=0.365^***	0.027	13.407	支持
H_2c：社区参与→文化高质量发展	β₇=0.205^***	0.032	6.422	支持
H_2d：社区参与→生态高质量发展	β₈=0.344^***	0.040	8.707	支持
H_3a：公司运营→经济高质量发展	β₉=0.250^***	0.035	7.133	支持
H_3b：公司运营→社会高质量发展	β₁₀=0.247^***	0.029	8.466	支持
H_3c：公司运营→文化高质量发展	β₁₁=0.277^***	0.036	7.809	支持
H_3d：公司运营→生态高质量发展	β₁₂=0.004	0.038	0.109	不支持
H₄：政府政策支持→社区参与	β₁₃=0.305^***	0.036	8.440	支持
H₅：政府政策支持→公司运营	β₁₄=0.588^***	0.023	25.367	支持
H₆：公司运营→社区参与	β₁₅=0.313^***	0.035	9.040	支持

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