Study On Rural Tourism Governance And Residents’ Prosocial Behavior Based On Case Study And QCA Analysis

Driven by strong market demand and active industrial policy supply,rural tourism in China has developed rapidly and has shown vigorous vitality,but there are always contradictions of "unbalanced and inadequate" and insufficient effective supply in the process of its development.Under the background of promoting high-quality development of rural tourism,effective rural tourism governance is an important guarantee to solve the imbalance of supply side and realize effective supply.This paper studies rural tourism governance from the perspective of stimulating residents’ prosocial behaviors,this way is helpful to break through the bottleneck of "capital access difficulty" and "project landing difficulty" in rural tourism,increase the supply quantity of rural tourism,on the other hand,it is helpful to avoid the strange circle of "government work and public view",improve residents’ participation,inject culture into rural tourism,and realize the rural tourism sustainable development and supply quality.Stimulating the residents’ prosocial behavior is actually a new way to solve the problem of insufficient effective supply,but the implementation of the prosocial behavior may cause the loss of residents’ interests,and the process of stimulating the residents’ prosocial behavior may be hindered.Through literature review and field research,this paper uses exploratory case analysis and qualitative comparative analysis to explore the main factors affecting the prosocial behavior in rural tourism communities.First of all,this paper reviews rural tourism governance,the definition,influencing factors,measurement and related theories of prosocial behavior.Then,the study extracts five key explanatory variables through an exploratory case analysis of four cases of prosocial behavior promotion in rural tourism communities,which are objective framework,organizational incentives,social supervision,group identification and social comparison.By analyzing the theoretical logic between these five explanatory variables and the outcome variable which is prosocial behavior,five hypotheses are proposed.28 cases of prosocial behavior promotion in Rural Tourism Communities were collected through semi-structured interviews,processed the data with clear set qualitative comparative analysis(csQCA),and explored the effects and paths of various variables on the stimulation of prosocial behavior.This paper uses the fsqca3.0 software to process sample data and analyzes from three perspectives: the univariate necessity,conditional combination,and core factors.The results show that: each variable has a significant positive effect on the prosocial behavior of residents in rural tourism communities;the combination of five variables forms four successful combination paths for prosocial behavior promotion.As a whole,target framework,group identity and social comparison as necessary and core elements have more significant positive effect on the stimulation of prosocial behavior,while organizational incentives and social supervision play a supporting role in stimulating prosocial behavior.In addition,the influence of organizational motivation and social supervision on prosocial behavior can be replaced by social comparison and goal framework.Finally,based on the conclusions obtained from the clear set qualitative comparative analysis,this paper expounds the suggestions on stimulating prosocial behaviors of rural tourism communities residents from five aspects: creating collective memory to improve group identity,guiding residents’ behaviors based on social comparison,encouraging grass-roots innovation to develop a dual target framework,and establishing incentive mechanism and improve democratic supervision system.