Research On The Change Of Villagers’ Behavior Logic Before And After The Development Of Rural Tourism

Adhering to the dominant status of farmers is a clear requirement of the rural revitalization strategy,and the essence of rural revitalization is the revitalization of people.Rural tourism provides a new livelihood strategy for the villagers at the micro level and expands the means of family economic sources.Macroscopically,it is an important field of rural revitalization and an important way to achieve industrial prosperity and gradually modernize the village.In previous researches on related subjects,villagers are often regarded as objects in the development of rural tourism industry.When facing the market,capital and customers,their subjectivity and initiative are submerged to a certain extent.This study tries to stand in the perspective of villagers go up objectively analysis of industry transformation of the village to the villagers behavior logic of the change.In this way,the main body of village in a more complete sense will be brought back to the relevant research,and the main role of villagers in rural construction will be brought into play,which has important practical significance for the implementation of rural revitalization strategy and the solution of the issues relating to agriculture,rural areas and farmers.This paper takes Chong Village,Songluo County,Henan Province as the research area.Through field research,the data is analyzed using methods such as observation method,in-depth interview method,case analysis method and comparative analysis method.It is based on field theory,rational choice theory and social interaction theory during the two periods.Analyze the specific behaviors of Chong villagers’ behavior logic change in production and management,social interaction and political participation,and explore the agricultural field into tourism field mechanism of behavior logic change,summed up the current specific behavior logic of the villagers.Consider the influence of compound logic on rural revitalization strategy,and how to integrate rural revitalization strategy with compound logic of villagers,so as to give play to the main role of villagers in rural revitalization and realize rural development.The basic conclusions of this research are as follows:(1)The specific behavior logic changes in the production and management,social communication and political participation of villagers in Chong village after the development of rural tourism are analyzed.After the development of rural tourism,the villagers first realized the transformation of the mode of production.They participated in rural tourism by opening farmhouses and shops,and took part-time activities.With the implementation of the policies of returning farmland to forests and land transfer,the villagers were completely separated from the land.After that,they used multiple strategies to compete for customers,expanded their economic capital by transforming houses,and completed the transformation of their identity.Eventually,the villagers changed from following the logic of survival moral behavior to the logic of economic rational behavior.On this basis,it triggered changes in the villagers’ social interaction behavior.The villagers changed from the logic of social interaction behavior to the logic of economic interaction behavior.In ceremonial communication activities such as weddings and funerals,human social behavior are transformed into profitable social behavior.In the social activities of leisure time,villagers changed from emotional communication behavior to instrumental communication behavior.Moreover,after the development of rural tourism,village collective affairs mainly revolve around the tourism industry.The two are related.The villagers always stare at the changes in the political field of the village,from the passive logic of political participation behavior to the logic of building momentum and game behavior,and selective participation.Collective affairs and actively safeguard their own interests.(2)Explore the mechanism of the behaviors logic change of villagers in Chong Village after the field transformation.After the development of rural tourism in Chong Village,the agricultural field dominated by social capital has been transformed into a tourism field dominated by economic capital.Because each field has different requirements and constraints on the actors,the actors are different in each field.It is necessary to follow the fixed “rules of the game”,otherwise it is impossible to maintain or improve their position in the field.Therefore,villagers pursue the maximization of social capital in the agricultural field and follow the habits of conservative,reciprocal,human feelings,and non-litigation concepts.However,the pursuit of maximizing economic capital in the tourism field follows habits such as openness,utilitarianism,contractuality,and litigation.Changes in the field lead to changes in habits,and habits ultimately affects the behavior of villagers.(3)Summarizes the deep behavior logic of the current villagers in Chong village.On the one hand,because habituation does not completely originate from within the field,it is affected by factors outside the field,and habituation is persistent.On the other hand,different from the situation in which villagers in tourism development in other regions are "please go upstairs" or "ejected out",in the rural tourism development of Chong Village,villagers use their own houses to carry out economic activities.Part of the habituation in the domain still remains in the villagers’ bodies.Therefore,the current villagers follow a composite logic with local logic as the background and market logic as the mainstay.(4)Consider the influence of compound behavior logic on the strategy of rural revitalization,and how to integrate the strategy of rural revitalization with the compound logic of villagers.The dual aspects of compound logic help regulate the order of industrial development and promote the reproduction of culture.Giving play to the leading role of villagers in rural industries and improving the level of autonomy for villagers to participate in rural governance will help implement the rural revitalization strategy.