중국 농촌관광마을 융복합 산업 발전에 관한 연구

A Study on the Development of Convergence Industry in Rural Tourism Village in China: Focusing on the Role of Leaders

(Purpose) The purpose of this study is to identify the role of leaders in the convergence development process of China s rural tourism industry. In order to achieve this research purpose, the characteristics, achievements, and development factors of convergence development of the Chinese rural tourism industry were first analyzed. Second, based on the analysis results, we analyzed the four-factor model of the role of leaders in the convergence development process of the rural tourism industry and the change in importance of each element when the model was applied to different types of rural villages and villages with different industrial convergence models. Third, based on the theory of innovative ecosystem systems, we analyzed the role of leaders, support for innovative ecosystem systems, and the mechanism that creates innovative performance, and conducted empirical verification and analysis through surveys and multidisciplinary regression models. (Design/methodology/approach) Based on prior research, this study divided the role of leaders during the development of convergence industries into 12 manipulation indicators. The survey was conducted from April 2020 to August 2020 by MPA students from Hebei Economic and Trade University, who are the main agents of the development of the rural convergence industry. A total of 350 people were surveyed and 304 were collected. The recovery rate was 86.9 percent. (Findings) As a result of this study, the promotion of the government s policies, the promotion of the system, education and training, and fostering village leaders through cultural influences improve the ability of village leaders. It shows that if the role of leaders is fully exercised, the convergence development performance of the rural industry will be improved. (Research implications or Originality) This study will clarify the direction of rural development and the role of village leaders in the new environment, and will be a theoretical basis for cultivating and nurturing the qualities of village leaders.