以秦岭地区森林景区周边农户为研究对象,基于324份农户调查数据,采用计划行为理论构建理论模型,利用Probit、Tobit回归模型对农户参与生态旅游的经营行为进行研究. 结果表明:户主受教育程度、家庭劳动力人数、是否有生态旅游开发项目、生态旅游是否提升当地知名度以及农户家庭的地缘和血缘关系特征对农户生态旅游经营意愿和经营投入有正向显著影响;农户对生态旅游是否减少外出打工人数的认知正向显著促进其经营意愿,对经营投入无显著影响. 基于实证分析结果,提出合理引导农户参与生态旅游经营行为的政策建议.%This paper selected farmers living by the forest scenic areas in Qinling as the research object. Based on survey data of 324 farming households,Theory of Planned Behavior was adopted to build a theoretical model and Probit and Tobit regression model were used to study the farmers' operation behavior in ecotourism. The result showed that the householder' s education,the family labor force,ecological tourism development pro-ject,the role of ecological tourism in increasing local popularity,kinship and geopolitical relationships had posi-tive significant effect on farmers'ecotourism operation will and their business investment.Farmers'cognition a-bout whether eco-tourism will reduce the number of migrant workers has a positive significant effect on their operation will while it has no significant impact on their business investment. Based on the empirical analysis results,this paper proposed some reasonable policy suggestions on how to guide farmers to participate in eco-tourism management.
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