Influence of Farmers'Social Networks on Community Participation in Ethnic Tourism Villages
;The non-agricultural tourism industry is implanted in ethnic villages,which reconstructs the social relationships of farmers in ethnic villages,and the influence of the strong and weak social relationship networks of farmers on community partic-ipation behavior is a concerned scientific problem.Based on the survey data of 321 farmers in Goulanyao Village,Hunan Prov-ince,the influence mechanism of farmers'social network on community participation behavior in ethnic villages was explored by taking farmers'tourism information literacy as the mediating variable and farmers values as the moderating variable.It is found as follows.① The strong and weak social relationship networks of farmers have significant positive effects on farmers'tourism information literacy and community participation,and the strong social relationship network has a stronger impact than the weak social relationship network.② Farmers'tourism information literacy has a significant positive impact on community participa-tion,and plays a mediating role in the process of social network affecting community participation behavior.③ The personal val-ues of farmers play a moderating role in the process of weak social relationship network affecting community participation,while the moderating role of farmers'personal values in the process of strong social relationship network affecting community partici-pation has not been confirmed.
ethnic tourism villagessocial networkscommunity participationtourism information literacyvalues
万方数据
维普
