| Since the 1990s,China’s rural tourism has a rapid development,its scale is increasing,and the form is continuous innovation.Now,the study of rural tourism has become an important direction of the academic community.Previous studies have demonstrated that social capital has an important link with industry.In this study,we choose Deqing as a case study and selected the elite groups in the process of rural tourism development as the research object,measured their social capital,then explored the relationship between the social capital of rural tourism elites and rural tourism development through empirical research.This research first points out the research background and significance of this article,and puts forward the research frame and the research method,the points out the possible innovation of this research.Puts forward the research model for this paper through review the literature.In the research model,this paper defines the social capital of rural tourism elites as the independent variable and the rural tourism development as the dependent variable.And then divides the social capital into five dimensions:trust,social support,participating organizations,mutual benefit and common vision.The evaluation index of rural tourism development is defined as profitability and relative competitiveness.The data of this study were obtained by issuing questionnaires.The preliminary questionnaire design was revised by pre-release questionnaire.And the data needed for the study were obtained by issuing the final questionnaire.Then uses SPSS 19.0 to these data for descriptive statistics,reliability and validity testing,correlation analysis and regression analysis.On the basis of empirical study,this paper draws a conclusion that the social capital of rural tourism elites has a significant positive impact on the development of rural tourism;The four dimensions of trust,social support,participation and mutual benefit in the social capital of rural tourism have a significant positive impact on the profitability of rural tourism development;The trust,social support,participating organizations and common vision in the social capital of rural tourism elite have a significant positive impact on the relative competitiveness of rural tourism development.And verify the research hypothesis,amend the research model on those basis.Finally,based on the results of empirical research,this paper gives some suggestions on the development of rural tourism from the perspective of social capital to the business units and government agencies.And also pointed out the shortcomings,related research prospects of this study. |
