关键词: 乡村旅游, 锁定效应, 乡村振兴, 产业振兴

Abstract:

Industrial revitalization is the core content and a breakthrough point of the strategy of rural revitalization. With the change of rural functions, leisure tourism, catering and accommodation, cultural experience, health care, and elderly care industries in rural areas not only can make use of the rural resources, but also can meet the needs of urban and rural residents and thus have become alternative paths to promote rural innovation and entrepreneurship, stimulate rural vitality, and broaden the channels for farming households to increase income. Speed up the transformation and upgrading of rural tourism industry and improving the consumption structure of rural tourists are not only an important starting point for the implementation of the strategy of rural revitalization, but also a major practice of "turning green mountains into golden mountains and silver mountains". As a common result of economic and social developments, the lock-in effect is gradually emerging in the development of rural tourism industry in China. In order to ensure the sustainable development of rural tourism industry in accordance with local conditions, this study examined the relevant theories and the development status of Chinese and international rural tourism industry. First, expert consultation and the analytic hierarchy process (AHP) methods were combined to determine the main control factors of the regional lock-in effect of rural tourism industry, analyze the relationship between the factors that affect the development of rural tourism industry, study the mechanism of the regional lock-in of rural tourism industry, and build a multiple lock-in mechanism framework of the comprehensive effect of internal factors and external environment. Under the influence of traditional small-farmer rationale, the dynamic factors of rural resources endowment, operation and management, talent and technology, stakeholder participation, capacity of village collectives, institution and policy, market demand, and other factors form a positive feedback mechanism, which continuously strengthens the regional lock-in effect of rural tourism industry. Based on the analysis of the positive and negative effects of multiple lock-in, Guantou Village, a typical rural tourism village in Jinhua City, Zhejiang Province, was selected as the case study area. In 2005, Guantou Village set foot on the road of rural tourism development based on the large-scale management of agritainment by relying on the scenic sites and providing supporting tourism infrastructure for these sites. Through the field survey of Guantou Village, in-depth interviews were conducted with different research subjects including farmers, ordinary villagers, village leaders, and tourists. In total there are 110 farmers and 3081 beds in the village at present. This study examined the characteristics of cognitive lock-in, market lock-in, tourism product lock-in, and business model lock-in of the tourism industry in the village, and made a comprehensive comparative analysis of other relevant cases. Finally, the article put forward three characteristic paths: the service quality improvement path of market specialization locking and disarding outdated operation; the cultural value activation path of product differentiation locking and discarding homogeneity and low quality, and the co-development, sharing, and win-win path of mode unification locking and discarding closed-up individualization, so as to facilitate the revitalization of rural tourism industry and the construction of beautiful countryside.

Key words: rural tourism, lock-in effect, rural revitalization, industrial revitalization