“新农人”乡村文旅创业驱动因素与组合路径构型探究

以杭州市富阳区蒋家村为案例地,以行动者网络理论为框架,在实证调研的基础上通过模糊集比较定性方法对“新农人”文旅创业的前后置因素、实施过程与效能进行深度调研,并结合10位“新农人”文旅创新创业的案例进行分析。结果表明:角色感知和资源资本是驱动“新农人”创新创业效能的首要促进因素,资源资本和政府政策是影响“新农人”文旅创新创业驱动力的外部保障性因素,角色感知和内部情感与信念作为内部驱动合力是内向型保障因素。当区位条件和周围支持成为主推因素时,“新农人”文旅创业的驱动影响因素偏向交通区位和资源资本主导型。“新农人”文旅创新创业驱动组合要素会随着政策更迭、商业模式红利期的周期、网络热点的追踪等而发生变化。最终,提出基于定性比较分析实证研究的“新农人”创新创业驱动因素和组合路径情境下的行动者网络理论模型框架。

Research on driving factors and combination path configuration of rural cultural tourism entrepreneurship of “new farmers”

In the present study, Jiangjia Village in Fuyang District, Hangzhou City, was selected as a case, and the actor network theory was used as a framework. An in-depth research on the antecedent factors, implementation process and effectiveness of cultural tourism entrepreneurship of “new farmers” was conducted through the fuzzy set comparison qualitative method on the basis of empirical research, and a case study of 10 “new farmers”. The results showed that the role perception and resource capital were the principle factors promoting the entrepreneurship. Resource capital and government policies were the external guarantee factors, while role perception and internal emotions and beliefs were the internal drivers that drove the innovation and entrepreneurship of “new farmers”. When location conditions and surrounding support became the main push factors, the driving factors influencing the cultural tourism entrepreneurship of “new farmers” tended to be transportation location and resource capital-led type. The driving factors and their combination of cultural tourism entrepreneurship of “new farmers” could vary with the change of policies, the cycle of business model bonus period, the tracking of network hotspots, etc. Finally, a theoretical framework model of actor network was proposed based on qualitative comparative analysis and empirical research in the context of the driving factors and combination paths of the cultural tourism entrepreneurship of “new farmers”.