Study On The Evolution Of Rural Tourism Places From The Perspective Of Institutional Embeddedness

Rural tourism is a kind of tourism industry that takes rural communities as the venues and takes the village's unique production forms,lifestyles,and rural scenery as its object.Its development plays an important role in increasing farmers' incomes and building beautiful countryside.Become an important engine in the revitalization of the countryside.Under the background of rapid urbanization and new urbanization,many rural areas with convenient transportation have gradually become an important travel destination for urban residents on weekends and leisure holidays.The actual demand has stimulated the development of rural tourism in the countryside around many cities.However,the development process and development results of different rural tourism destinations vary widely.At the same time,rural tourism in China is not only an economic activity,but also bears a more important economic and political mission in the context of new urbanization and accurate poverty alleviation.Therefore,this article is based on this theme of the evolution of rural tourism,to explore the role of non-economic factors behind the evolution of rural tourism and the driving force.This article uses the life cycle theory and the “start-motivation” hypothesis to dynamically grasp the evolution process of case tourism in rural areas,using the connotation of “institutional embeddedness” established by New Economic Sociology,and based on the theory of institutional embeddedness,The research position of this theme is to reveal the formal and informal institutions that affect the evolution and development of rural tourism and the embedded process of institutions in the evolution of rural tourism.This paper uses semi-structured interviews and questionnaires to conduct data collection and surveys,and fully collects information on the development of tourism in Yuanjia Village and the related formal and informal systems that affect the development of rural tourism.After data collection,the interview content was coded and analyzed using grounded theory,and the content of the questionnaire survey was analyzed with SPSS24.0.The problems that we are trying to solve are: the evolution process of rural tourism in Yuanjia Village and the embedded process of the system in the evolution of rural tourism.It is hoped that the institutional embedding mechanism and the impact on the evolution of rural tourism in the process of rural tourism development will be studied.The main contents of this paper are as follows: This paper takes Yuanjia Village as the case and refers to the starting point-power hypothesis.Firstly,it analyzes the starting point and motivation of Yuanjia Village's rural tourism evolution,and then explores the life of Yuanjia Village under the guidance of life cycle theory.The evolution of the cycle and the characteristics of its evolutionary stages are described.Secondly,a series of formal and informal institutions affecting the development of rural tourism in Yuanjia Village are explored.Finally,the evolution starting point of Yuanjia Village and the process of institutional embedding in the dynamic process of evolution are analyzed.The conclusions of this study are:(1)The evolution of rural tourism sites is actually an action process under the constraints of various formal and informal systems;(2)In the initial stage of the development of rural tourism sites,informal institutions The deeper degree of embedding determines whether the countryside can smoothly transition to the stage of tourism development;(4)The embedding of the tourism system is the compromise and equilibrium of the conflict of interest of each game subject in tourism;(4)The informal system is the premise and operational guarantee of formal institution embedding.