复杂性视角下乡村旅游地居民旅游满意度研究

社区对旅游的满意度评价是乡村旅游目的地可持续发展的重要观测维度。而对满意度影响的相关研究通常采用线性因果模型展开,对其复杂性关系研究不足。本文采用基于复杂性理论的模糊集定性比较分析方法（fsQCA）,构建了以人口统计学、旅游共享感知、社区归属和居民生活质量为主要影响因素的居民旅游满意度复杂理论模型。选取成都市三道堰所辖惠里社区和青杠树村进行实证研究,获得了18条高旅游满意度和13条低旅游满意度因果组合路径,发现高水平和低水平旅游满意度的前因变量具有异质性和复杂性,其在不同的旅游满意度预测中可能产生正向、负向影响或不出现,并且没有一个单一因素导致高或低水平居民旅游满意度,两种或两种以上的因素组合可以实现旅游满意度的高分或低分。

A RESEARCH ON TOURISM SATISFACTION OF RESIDENTS IN RURAL DESTINATIONS BASED ON THE PERSPECTIVE OF COMPLEXITY

Community satisfaction of tourism development is an important observation dimension for the sustainable development of rural tourism destinations, while the related research on the impact of satisfaction is usually carried out by the linear causal model, and the research on its complex relationship is insufficient. It deconstructed the perception of tourism sharing and its dimensions comprised of economy sharing, culture sharing, environment-facility sharing, politics sharing, and the sharing of development ideas. Asymmetrical fuzzy set Qualitative Comparative Analysis (fsQCA) data analyses based on complexity theory were run to explore the role of demographic variables, tourism sharing perception, community belonging and quality of life in residents' tourism satisfaction. This study focused on residents in rural communities in Sichuan Province that are destinations for tourism, which selected the residents of the two rural destinations of Huili Community and Qinggangshu Village, which are known as"China's beautiful countryside", as the sample for empirical analysis. Based on a sample of 399 residents, the results proved the usefulness of the complexity theory in exploring complex phenomena. Combined with the demographic characteristics, the study explored a variety of configurations sufficient for simulation of high scores of residents' tourism satisfaction. Eighteen distinct sufficient configurations in the fsQCA consistently lead to high levels of tourism satisfaction, which shows that none of the antecedents is sufficient and four conditions including environment-facility sharing, culture sharing, the sharing of development ideas, and community attachment are all needed (but are not sufficient) to achieve high levels of SWB.