Financial Behaviors of Local Operators in Rural Tourism Accommodation Industry:Based on an Adjusted Theory of Planned Behavior
In the context of rural revitalization,financial capital is playing an increasing role in developing tourism villages.It leads to a structural transformation of the rural tourism financial systems.This transformation has an effect upon financial behavior of local operators,which in turn may affect resource allocation and the development trajectory of rural tourism.Based upon the case study of Chongdugou in Henan province,this article employs multiple qualitative approaches(e.g.semi-structured interviews non-participant observation and grounded theory)to probe the influencing factors,characteristics,and types of financial behaviors in the tourism accommodation industry.As the research outcomes manifest,the basic assumptions and explanatory logic of the Theory of Planned Behavior can be applied to analyze the financial behaviors of local operators in rural tourism accommodation industries,but the conceptual categories need to be adjusted to better understand the financial behavior of the study subjects.As such,sixteen categories are developed as a key driver for fostering the willingness and actual behaviors of local operators.These categorizes are re-grouped as the three major influences:attitude towards financial behaviors,financial behavioral pressure,and perceived control of behaviors.As rural tourism is developing,the financial behavior of local operators in the accommodation industry continue to diverge.In this study,we have identified six types of financial behaviors according a few measuring indicators,such as attitude strength,pressure intensity,and perceived control level.These types are pilots,active followers,passive followers,innovative leaders,in-situ wanderers,and failure exit.They have different characteristics in lending behavior,financial management behavior,and risk management.Moreover,according to the responses of the dominant tourism developer,there may exist another two subtypes within the pilot type.That is,the call-and-response subtype,which adheres to manager guidelines,and the spontaneous pioneering subtype.It is noted,however,that the boundaries between the categories hardly appear cut-clear.In other words,a type(e.g.the pilots)may become another one.Apart from the abovementioned categories,we equally unpack that,influenced by rural context and social relations,the characteristics of financial behaviors of local operators in the rural tourism accommodation industry are mainly manifested in the following ways during the process of responding to the reconstruction of the financial system:the first characteristic is the access to capital.Many tourism villages have a greater advantage of financial policy favoritism compared to general villages.Consequently,with the intervention of financial institutions,local operators may enjoy a growing access to financial capital.This may differentiate their behavior from others'as tourism develops.Secondly,affective attitudes have an effect.Due to their love and sense of belonging to their home and countryside,the financial behavior of local operators is significantly influenced by affective attitudes,compared to the dominant instrumental attitudes driving general financial behavior.Finally,changing behaviors.The types of behavior may evolve due to changing conditions such as family stage,business capacity,and community identity.Given the current scarcity of research on rural tourism financial issues in tourism academia,this article can provide a micro-foundation for the subsequent systematic studies of the influence mechanism of financial capital on tourism villages and the optimization of rural tourism financial service support system.
rural tourismaccommodation industrylocal operatorsfinancial behaviortheory of planned behavior
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