Research On The Influence Of External Tourism Elite Traits On Rural Tourism Development From An Embedded Perspective

Rural tourism is an important force in implementing the strategy of rural revitalization,and plays an important role in poverty alleviation,promoting modernization of agriculture and rural areas,and promoting integrated urban-rural development.As one of the important actors in the development of rural tourism,external tourism elites occupy a key position in the rural tourism network by virtue of their own advantages such as power,ability,reputation and wealth.Their behavior largely determines the effectiveness of rural tourism development.In addition to being influenced by the external environment,elite behavior is more driven by their own traits.Understanding the traits of external tourism elites is beneficial for government departments to introduce suitable elites to participate in rural tourism,and for regulatory departments to anticipate the behavioral tendencies of external tourism elites in rural tourism development,guide and intervene in elite behavior in advance,and effectively avoid phenomena such as elite capture and marginalization of villagers’ interests that may harm the development achievements of rural tourism.In order to fully understand the impact of the traits of external tourism elites on rural tourism development,this study analyzes the mechanism of the impact of the traits of external tourism elites on rural tourism development from the perspective of elite traits based on the embeddedness theory.This study selects the external tourism elite in Shizikou Village,Jinan,as the research object and conducts a case study.Combined with the current research results of elite traits,this study divides elite traits into personality traits and resource traits.Among them,personality traits are based on the "Big Five Personality Theory" and are divided into"openness","conscientiousness","extroversion","agreeableness" and "neuroticism",the resource traits are divided into "economic capital" and "social capital" according to the social capital theory.Through interviews with relevant personnel of rural tourism in Shizikou Village,a large number of first-hand research materials were obtained,and second-hand data such as related literature and news reports were used to supplement the interview data,forming textual materials.Based on the analysis of interview data,the study analyzes the traits of the external tourism elites in Shizikou Village,and conducted a correlation of elite traits and behavior embeddedness,and found that:(1)The traits of the external tourism elites in Shizikou Village are obvious,such as "conscientiousness"," agreeableness","openness"and "social capital",and under the influence of the traits of the elites,through economic embedding,structural embedding,political embedding,relationship embedding,cultural embedding participate in the development of rural tourism;(2)There is no distinction between good and bad elite traits,but in different stages of rural tourism development,the same traits may have two distinct impacts,positive or negative;(3)Elite behavior is affected by multiple traits rather than a single trait;(4)Elite traits are the basis for resource reproduction,the elite will make full use of their advantageous traits to obtain other resources in the social network they belong to,further consolidating their elite status.Finally,based on elite trait and embeddedness theory,and from the perspective of external tourism elites,this study puts forward suggestions to promote the high-quality development of rural tourism by cultivating high-quality elite traits and strengthening elite behavior embedding.Cultivating elite traits involves developing both personality traits and resource traits.Strengthening elite behavior embedding involves strengthening institutional embedding,structure embedding,relationship embedding and cultural embedding.