A Syudy On The Social Mechanis And Influence Of The Development Of Rural Tourism Cooperatives

The report of the 19th National Congress of the Communist Party of my country proposed the implementation of the strategy of rural revitalization,and set it as an important development strategy plan for our country.As an important way of rural revitalization,rural tourism has been continuously carried out in many rural areas in recent years.In order to reasonably deal with the contradiction between the "big market and small farmers" in the tourism industry with obvious marketization,rural tourism cooperatives,as a type of farmers’ economic cooperation organization,were born from this.With the continuous development of the tourism industry,the number of rural floating population has gradually increased,and the number of foreigners has increased.The traditional society of acquaintances is facing the embarrassment of transforming into a modern society of strangers.In such a rural environment,the emergence and development of rural tourism cooperatives will inevitably be affected by certain social mechanisms.At present,the research on rural tourism cooperatives is more from the perspective of economics and management,and few discuss the social mechanisms that affect their development from the perspective of sociology.Therefore,this research is based on trust theory and farmer action theory,and on the basis of analyzing and summarizing the different stages of the development of rural tourism cooperatives,and exploring the social mechanisms that affect the development of rural tourism cooperatives,in view of the behaviors of different subjects in the development of rural tourism cooperatives And its operational logic.This study takes the rural tourism cooperatives of Y Village in Shanxi province as an example,and sorts out the development context of the cooperatives by dividing the development stages of the rural tourism cooperatives.It is divided into the initial birth stage,the gradual expansion stage and the steady development stage.In the initial stage of birth,the direct reason for the establishment of the Y Village rural tourism cooperative was to alleviate the internal conflicts arising from the development of tourism in the village and promote the harmony within the village.The fundamental reason is to meet the increasing demand of tourists in this village due to the continuous expansion of the tourism market.In the gradual expansion phase,the cooperative improved the internal rules and regulations of the organization,including the operation management system,the benefit distribution system,and the personnel training system.In the stage of steady development,the Y Village tourism cooperative has completed the internal product circulation among the various cooperatives in the village,forming a complete industrial chain of self-produced and self-sold,self-supplied and self-supplied,providing stable sales for the cooperative.Through in-depth research,it is found that in the development process of the Y Village Rural Tourism Cooperative,three different structural forces have an important impact on the development of the cooperative.The leadership of the secretary provides support for the resource acquisition of the cooperative;the backbone of the merchants provides guarantee for the production and management of the cooperative;the participation of the villagers is unstable and is a swinging force in cooperation.The three different forces are connected and mutually promoted through a trust relationship.The special trust of villagers and merchants in the secretary is the key to the start of the cooperative,and the universal trust established by the cooperative through mutual recognition,social relations and internal systems guarantees the long-term maintenance of the cooperation.The local capable people represented by the secretary played an important role in the development of the cooperative.Through the use of power,the cooperative is gradually controlled by the two village committees and the council,and then assumes the main responsibility for promoting the development of the cooperative.Villagers and merchants respectively follow the logic of survival rationality and economic rationality to participate in the cooperation and become the main members of the cooperation.It can be seen that the relationship of trust,competent leadership and rational choice have an important impact on the development of cooperatives.Specific impacts include: Firstly,the trust relationship affects the scale of cooperation.In the rural trust,the scale of rural tourism cooperatives tends to be stable,but the strong trust relationship also has a negative impact on the expansion of the cooperatives.Secondly,competent leadership influences the development of cooperation.The establishment and development of rural tourism cooperatives are inseparable from the leadership and promotion of capable people,which are mainly reflected in the mobilization of the initial establishment of the cooperative and the planning in the development process.Finally,rational choice affects the norms of cooperation.villagers participate in cooperation under the action logic of survival rationality,while merchants are led by the rationality of small farmers.Different action logics promote the internal benefit distribution and sustainable development norms of cooperatives to become more reasonable.In summary,this article draws the following conclusions: First,the relationship of trust is the link for the development of rural tourism cooperatives.Rural tourism cooperatives are established by relying on special trust and maintained by general trust.Trust has become a link that cannot be ignored in the social structure.Second,capable leaders are the main thrust of the development of rural tourism cooperatives.Local capable people are the advocates and promoters of rural tourism cooperatives.They control the cooperatives through the use of power,and they also assume the main responsibility for promoting the development of cooperatives.Third,rational choice is the endogenous force for the development of rural tourism cooperatives..The members of rural tourism cooperatives include villagers and merchants.Because of their own living environment and lifestyle,the villagers make them follow the logic of action of survival rationality,and the merchants use economic rationality as the main logic of action due to their diverse occupational characteristics.Driven by different logics of action,the two exhibited a common economic behavior,that is,seeking cooperation,participating in cooperation,and becoming a member of the cooperative.They are the main body of cooperation and the main endogenous force in the social structure to promote cooperation.Finally,some prospects are put forward for the future research directions of farmers’ economic cooperatives and rural tourism cooperatives,hoping to provide references and references for the future research of farmers’ economic cooperatives.