CAJ | 학술논문

笔者系统梳理了乡村旅游、社会网络、组织公民行为和组织有效性的基本理论和研究进展,以社会网络这一关键而独特的分析视角和研究范式为切入点进行新的理论综合和统计测量。选取杭州市郊的龙坞茶村和山沟沟村作为研究对象,遵循＂结构——行为——绩效＂的分析逻辑,利用社会网络分析（SNA）方法和SPSS统计分析方法,剖析对比了两个案例地的社会网络状况,探讨社会网络对组织有效性的影响机制。研究结果发现,不同的网络结构特征将对乡村旅游地行动者的组织公民行为和乡村旅游组织的组织有效性产生显著不同的影响。
필자계통소리료향촌여유、사회망락、조직공민행위화조직유효성적기본이론화연구진전,이사회망락저일관건이독특적분석시각화연구범식위절입점진행신적이론종합화통계측량。선취항주시교적룡오다촌화산구구촌작위연구대상,준순＂결구——행위——적효＂적분석라집,이용사회망락분석（SNA）방법화SPSS통계분석방법,부석대비료량개안례지적사회망락상황,탐토사회망락대조직유효성적영향궤제。연구결과발현,불동적망락결구특정장대향촌여유지행동자적조직공민행위화향촌여유조직적조직유효성산생현저불동적영향。
Through a systematic study about the basic theory and research development of rural tourism,social network,organizational citizenship behavior and organizational effectiveness,and starting with the key and special analytical angle and research paradigm of social network,the study makes a new theoretical synthesis and statistical measurement.It chooses Longwucha and Shangougou village in the suburb of Hangzhou as its subjects,analyses and compares their social networks,and explores the their affecting mechanisms on organizational effectiveness by making use of the analytic logic of＂structure-behavior-achievement＂ and SNA and SPSS statistical method.The results show that different social networks play a significantly different role on the organizational citizenship behavior and organizational effectiveness of rural tourism organizations in rural tourism destinations.