Operational Governance in Rural Destinations under the Goal of Common Prosperity:Theoretical Logic and a Research Framework
Rural revitalization is a Chinese national strategy.Zhejiang province launched the"Thousand Villages Demonstration and Ten Thousand Villages Renovation"project in 2003,which emphasizes combining the renovation and governance of villages with the operations of villages.This notion has accumulated valuable experience in guiding the development of multiple business sectors in rural areas,e.g.,the tourism sector,and realizing the common prosperity of rural areas and rural residents.This study aims to summarize the practices and discuss relevant issues at the theoretical level.To this end,this study introduces the concept of rural operational governance,elaborates its connotation,and demonstrates its intrinsic consistency with the demand for common prosperity in the new era.On this basis,considering the reality of industry development and public governance,this study deepens the theoretical connotation of operational governance in rural destinations.It futher proposes a conceptual framework,which links multiple stakeholders'collaboration,participation,and common interest.This framework suggests four key stakeholders:the rustic collective economy organizations,small tourism enterprises,villagers and tourists.Different stakeholders have distinctive logics in participating in rural development and governance.On analysis of their roles,this study indicates that:(1)Rustic collective economy organizations are the coordinating subject of common prosperity in rural destinations.They are involved in the operational governance with the logic of coordination through the organization of various relationships;(2)Small tourism enterprises are the micro-business subject of common prosperity.They are involved in the operational governance with the logic of operation through their fulfillment of community social responsibilities;(3)Villagers are the primary subject of common prosperity.They are involved in the operational governance with the logic of autonomy through taking community citizen behavior;(4)Tourists are mobile stakeholder and can also be involved as a subject of common prosperity.They participate in the operational governance with the logic of value co-creation,working as partial community members.Through customer citizenship behavior,they can also facilitate the village development and governance;(5)Rural grass-root party organizations are the most profound force to promote operational governance in rural destinations.They enable multiple stakeholders'collaboration to realize the common prosperity by consensus building and political guidance.A series of prospective issues are also provided for future research.Through integrating multiple stakeholders,this study makes theoretical contributions to operational governance in rural villages,which is currently limited to the development of collective economy organizations.In addition,this study offers a clear framework,indicating tourism's dual roles and its coordination in rural economic development and governance.It thus provides practical implications to manage multiple stakeholders and promote collective behaviors in rural communities.
the new eracommon prosperityoperational governancerural tourism
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