The Mechanisms Of Social Network's Influence On Organizational Effectiveness In Rural Tourism Destinations

Rural tourism plays a special role in solving the problem "Agriculture, Rural areas & Farmers", has become an effective means on new countryside construction in China. However, with the rapid development of rural tourism, the problems on impeding rural tourism's sustainable development are increasingly exposed. In this context, the study of how to increase the level of farmer's organization and cooperation, enhance the organizational effectiveness of rural tourism organizations, becomes particularly important.This research systematically review the basic theory and research on rural tourism, social networks, organizational citizenship behavior and organizational effectiveness, and select the crucial and unique perspective and research paradigm which called social network as the entry point for new theoretical synthesis and statistical measurement. Select the Longwu Tea Village and Shangougou Village in Hangzhou as research objects, follow the logic of "structure - conduct - performance", use the method of social networks analysis (SNA) and SPSS statistical analysis, this research compare the conditions of social network in the two cases, in order to explore the mechanism of how social networks influence the organization effectiveness.This study found out that the two cases' networking features have consistency and diversity, the similarities are that spin-off networks of two cases are all nuclear-like structure, emotional networks present unique "bad sequence pattern", and the cooperation and advice networks are based on the ethics. The difference is that two cases have a significant difference in the structure of network and the degree of organization. This study also found that the structure of social network affect the organizational citizenship behavior, thereby affect organizational effectiveness. Different characteristics of network structures have different effects in organizational citizenship behavior and organizational effectiveness of rural tourism organizations. The higher the density and concentration of social network is, the more organizational citizenship behavior the organization members show, organizational effectiveness is relatively high; the lower the density and concentration of social network is, the less organizational citizenship behavior its members show, organizational effectiveness is also relatively low.Finally, this study propose three kinds of organizational models in rural tourism destinations, to help foster and upgrade social networks, that is, joint-stock operations, farmers cooperatives and grass-roots organization-led organization. And put forward some specific management recommendations to improve the effectiveness of rural tourism organizations: Build effective management organizations, improve capacity for collective action; pay attention to the relational psychological contract of the organization, nurture rural social capital; excavate one or a group of community elite; create a harmonious community atmosphere, build an integrated brand of rural tourism; community-led and empowerment, to achieve endogenous development.