The Impact Of Merchant Organizational Commitment On Organizational Effectiveness In Ancient Villages

As one of the important types of rural tourism in China, ancient village tourism has developed rapidly in recent years. When more and more problems were arised during the progress, people are paying more attention to the sustainable tourism development in the ancient villages. Establishment of a effective tourism organization is seen as a solution to make the sustainable development happen. Then come up with the question about the criterias of an effective organization and the factors that influence its effectiveness. As two important factors in the field of organizational behavior, organizational commitment and organizational effectiveness are rarely applied to the study of ancient village tourism.This paper systematically explores the relationship between merchants’ organizational commitment and the tourism organizational effectiveness under the circumstance of ancient villages. First of all, the theory of the ancient village tourism, organizational commitment and organizational effectiveness literature are reviewed; Secondly, this paper constructs the conceptual framework, proposes the research hypotheses, and initially establishes evaluation indices of merchants’ organizational commitment and tourism organizational effectiveness in ancient villages via interview survey and Delphi method, based on which the questionnaire is formed. Thirdly, the factor structures of two varibles are extracted through questionnaire survey and factor analysis. The research model is revised based on factor analysis;.Through SPSS18.0, research models and assumptions are verified through independent samples T-test,one-way ANOVA analysis and multiple regression analysis. Finally, the paper summarized the conclusions, and some suggestions on how to improve organizational commitment and organizational effectiveness in ancient villages.The results of this study basicly verify the ideas and underlying assumptions. The main conclusions are as follows:(1) The merchants’ organizational commitment in ancient villages is made up of three dimensions—affective commitment, continuous commitment and normative commitment;(2) Tourism organization effectiveness of ancient villages can be divided into two dimensions:tourism development effectiveness and community service effectiveness;(3) Both merchants’ commitment and tourism organization effectiveness in ancient villages show significant differences under different operating models (i,e. community-led and foreign capital-led);(4) Affective commitment and normative commitment of merchants have a significant positive impact on organizational effectiveness, while continuance commitment has a significant negative effect on organizational effectiveness.(5) Merchants with different ages and education experience show significant difference in their organizational commitment.