Study On Governing By Network Of Multiple Subjects In Rural Tourism Community

The rural tourism community gathers the tradition of the rural society and the openness of the tourism community,which determines that the effective governance of the rural tourism community is a proposition that needs to be examined from the multi-subject and interdisciplinary perspective.Through reviewing the literature of rural tourism community and rural tourism including community governance,social network,power structure,benefit mechanism,trust relationship,etc.,it is found that community participation is regarded as the terminal problem of tourism community research in most researches.The existing research mainly discusses the significance of residents' tourism participation and its effect on community development,but does not analyze the influence of multi-subject participation and multirelationship management on tourism community governance from the perspective of deepseated problems.This research puts the intersubjectivity,structure and social relations of stakeholders in rural tourism communities under the network analysis paradigm,and discusses the applicability and feasibility of the three-dimension relationship analysis of power,benefit and trust in network governance.In addition,it studies the structural characteristics and deep-rooted factors of rural tourism community governance network with the participation of multiple subjects,and tries to provide theoretical guidance for the government and relevant departments in targeted poverty alleviation,system design,tourism management and other aspects.Taking the tourism community of Hetou village as an example,this research carries out focus group interview and questionnaire survey,and combines social network analysis with research model analysis.Firstly,this research analyzes the structure characteristics of ternary network based on the indexes of centrality,cohesion and reciprocity.Secondly,it focuses on individual characteristics,and analyzes node characteristics through structure holes and intermediaries.Finally,by constructing the power-benefit-trust three network exponential random graph models,it analyzes the pure structure network effect,actor-relationship effect and covariate network effect of the ternary relationship network,and analyzes the governance status of the multi-relationship involving the multi-subjects in the rural tourism community.Combined with the interview data,this research qualitatively deduces the governance dilemma of rural tourism community and the behavior logic of key subjects.The results show that:(1)The density of ternary relationship network in Hetou village tourism community is low and the relationship transitivity is not good.There are no key stakeholders driving the formation of power relationship and trust relationship,and there is no benefit-oriented relationship.(2)The degree of factional standing among the five benefit groups in Hetou village tourism community is small,but it has a great influence on the tripartite relationship between supporting units and tourism enterprises.(3)The three exponential random graph simulation models fit the observation data well,reflecting that the tourism community in Hetou village has formed a closely related collaborative classification management system.(4)The pluralistic relations of power,benefit and trust have an impact on the current situation and dilemma of Hetou village's governance network,and the roles of subjectivity and structure are more prominent in the early governance problems of Hetou village.The ability factor of rural residents to participate in the community promotes the livelihood efficiency at the individual level.Tourism enterprises transform CSR into economic authority and trust factor through high community participation.From the perspective of publicity,the community community is the ideal structure of rural tourism community.The governance of rural tourism community should also be guided by the directions of multiple collaborative governance,sustainable tourism,effectiveness of poverty alleviation,and endogenous dynamic stability.