Rational Choice And Action Logic In The Employment Process Of Farmers’ Bed&Breakfast Industry

Since the 19th National Congress clearly put forward the strategy of "rural revitalization",the No.1 Document of the Central Committee also pointed out that rural industrial development plays an important role in promoting rural economic development,and the 20 th National Congress of the Communist Party of China clearly put forward the policy of fully implementing the strategy of rural revitalization.In the implementation of rural industrial revitalization strategy,some villages choose to develop bed & breakfast industry to promote economic development,and bed & breakfast industry has become an important way and strategy for rural industrial development.Farmers’ choice of bed & breakfast employment can effectively meet their multiple rational needs,which is a rational choice behavior based on maximizing benefits.However,due to the differences among individual farmers,their choice of bed & breakfast employment also follows different action logics,and the development of bed & breakfast industry is often inconsistent with the expected effect.Understanding farmers’ action logic is an important prerequisite for studying farmers’ choice of bed &breakfast employment,Exploring the rational choice and action logic of farmers’ bed &breakfast y employment in resource-endowed villages not only enriches the subjective research of rural industrial revitalization,but also contributes to the mutual promotion of rural industrial development and farmers’ employment,and provides some reference for relevant departments to formulate specific policies.This study comprehensively uses the methods of literature research,in-depth interview and participatory observation to investigate the villagers in R Village of Zhejiang Province from the perspective of farmers’ rationality.On this basis,through the field investigation and interviews with 16 villagers in R Village,this paper discusses the rational behavior of farmers,the action logic of farmers’ bed & breakfast employment and the difficulties faced by the development of R Village bed & breakfast Industry.Through empirical research,the following conclusions are drawn:(1)Farmers’ rational actions are characterized by stages,and the development of bed & breakfast industry and the behavior of choosing bed&breakfast employment are based on the decision-making behavior under the joint influence of multiple rationality,including farmers’ survival rationality,economic rationality and social rationality.The whole village reconstruction based on housing demand is a rational choice under the consideration of survival demand.Villagers choose bed & breakfast employment in pursuit of more economic benefits.At the same time,other non-economic factors,such as family care needs and village collective interests,also have an impact on villagers’ bed &breakfast employment.(2)Farmers’ rational actions are embedded,Farmers’ rational choice behavior is embedded in social environment,system,culture and other aspects,Specific to the employment field of B&B,including policy considerations,tourism market,traditional concepts,etc.Under different backgrounds and circumstances,farmers’ behavior choices change with the transformation of living environment,and environmental uncertainty has an impact on villagers’ choice of bed & breakfast employment in R Village.The development of rural industry can not be separated from farmers’ active input.Only when farmers’ rational needs are met can their rational behavior better promote each other with industrial development.(3)The logic of farmers’ action has duality.Farmers’ interest logic runs through the whole process of bed & breakfast development,and their actions follow both collective interest logic and individual interest logic.Farmers’ active participation in bed & breakfast industry construction and conservative bed & breakfast employment coexist.Based on the above conclusions,this study puts forward the following countermeasures and suggestions:(1)Meet the rational policy needs of villagers,actively implement relevant support policies,and provide policy guarantee for the employment of villagers’ bed & breakfast.(2)Strengthening the employment risk guarantee ability of B&B and reducing the possibility of villagers choosing bed & breakfast employment risk can improve villagers’ willingness to choose bed& breakfast employment.(3)To give full play to the subjective role of farmers’ bed &breakfast in employment,the development of rural industries should be fully combined with the actual situation of farmers,so that farmers’ employment and rural industries can better promote each other.