农垦社区旅游投资意愿特征及其形成机制研究——以呼伦贝尔垦区为例

本文以内蒙古呼伦贝尔垦区为例，根据计划行为理论提出社区旅游投资意愿影响机制理论框架，并运用Pearson卡方检验、logistic回归等方法进行实证分析。结果表明：农垦社区旅游投资意愿具有3个特征：地理亲近性、中青主体性、生计路径依赖。这些特征的形成机制有6种：风险规避机制、前景期望机制、熟人传导机制、制度认同机制、效能促进机制与竞争激励机制。不同特征的形成机制既有相似、也有差异。具有不同客观条件的社群，其主观因素的作用机制既有相似、也有差异。该研究有助于丰富旅游地社区研究、推进中国农垦地区转型发展。

RESEARCH ON CHARACTERISTICS AND INFLUENCE MECHANISM OF WILLINGNESS TO INVEST IN TOURISM OF COMMUNITIES IN RECLAMATION AREA: A CASE STUDY FROM HULUNBUIR

Community's participation with capital in tourism is crucial for remodeling human-nature relationship in RA (reclamation area), thus, promoting the transformation development of reclamation area needs us to study the willingness to invest in tourism among families in RA. In this paper, we developed a comprehensive analysis framework focusing on influence mechanism of the willingness to invest in tourism among families in reclamation area. Specifically, with an integrated conceptual framework including geography theory and TPB (theory of planned behavior), and an integration methodology consisted of Semantic Web, Pearson γ 2, K-means cluster, Bonferroni analysis, SNK comparison and two-step Logistic regression model. This research taken the RAH (reclamation area of HulunBuir) as an empirical case. Results shows that:1) The tourism investment willingness of the RAH community shows three distinct characteristics:geographical proximity, middle-aged subjectivity, and livelihood path dependence. 2) From the subjective factors affecting the investment tourism of residents in the RA, risk perception, prospect perception, community norms, policy norms, internal control and external control forces respectively generate risk aversion mechanism, prospect expectation mechanism, acquaintance transmission mechanism, institutional identification Mechanism, efficiency promotion mechanism and competitive incentive mechanism. 3) For communities with different objective conditions, the formation mechanism of their willingness to invest in tourism is similar and different.