关系与制度:地方嵌入中的旅游小企业
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摘要
借助新经济社会学的嵌入理论,文章以桂林龙脊梯田景区平安壮寨旅游小企业为案例对象,围绕"经济活动嵌入于社会关系"的逻辑思路,揭示了作为非经济因素的"关系-制度"对旅游小企业经营的影响约束。研究发现,地方嵌入中的旅游小企业一方面通过深层次的关系性嵌入将其强关系资本转化为经济优势;另一方面借助结构性嵌入实现对外经济合作,互惠互利的弱关系促成了更稳定、更具规模的经营业绩。同时,旅游小企业也受到地方社会网络中关系因素的限制,企业主会借助经济利益的分享割让来兼顾其他成员的利益,并通过积累信任将彼此关系固化为经济制度,这种牺牲经济效率而维护关系平等的行为不但表现出地方嵌入中旅游小企业的社会理性,而且反映出经济制度中关系因素所起到的保障作用,"制度是关系凝固化的结果,关系则是制度追求的目标"成为地方嵌入中旅游小企业"关系-制度"框架的内在逻辑与机制。
Built upon the theory of social embeddedness, this paper analyzes the development of small tourism enterprises in Pingan Village, Longji, Guilin, and reveals how non-economic factors, including local social networks built upon relationships and institutions, shape tourism business. Social embeddedness of economic activities emphasizes the harmony among the motivation, expectation and operation of the enterprises. Furthermore, the theory explains the reasons that the individuals embedded in local social networks pay more attention to long-standing relationship than economic profit. In this condition, the balance between economic goals and social goals leans towards the latter. Enterprise operators turn to trust and reciprocity in order to maintain stable social relationships. Specifically, small tourism business operators embedded in local social networks would give more weight to collective economic benefit rather than their own profit. This decision indicates that rational economic actors in the market can choose non-optimal business strategies. The paper also finds out that small business operators strategically translate strong social relationships into business advantages in order to expand cooperation with external partners. This expansion reflects a dialectical relation between social relations and economic activities, giving rise to localized institutions that boost and regulate small tourism business. We argue that the factor of relationship is very important to small tourism business by restraining business operators' rational choice and encouraging them to share profit with other members in the same social networks. The relationship—institutional dialectic is twofold. First,relationships underpin the institutional arrangement of small tourism business in order to sustain a tourism market through which everyone can make profit. Second, economic operators endeavor to maintain stable social relationships and to achieve the goal, equality replaces efficiency as the primary logic in the market. Hence, stable relationships in social networks strengthen the institution of business operations, even though this might result in the loss of economic profit in some cases. Our paper sheds light on how the relationship—institution dialectic reveals the social embeddedness of small tourism business in local social networks. In sum, institution is the solidification of relationship, relationship is the goal of institution in social networks.
Built upon the theory of social embeddedness, this paper analyzes the development of small tourism enterprises in Pingan Village, Longji, Guilin, and reveals how non-economic factors, including local social networks built upon relationships and institutions, shape tourism business. Social embeddedness of economic activities emphasizes the harmony among the motivation, expectation and operation of the enterprises. Furthermore, the theory explains the reasons that the individuals embedded in local social networks pay more attention to long-standing relationship than economic profit. In this condition, the balance between economic goals and social goals leans towards the latter. Enterprise operators turn to trust and reciprocity in order to maintain stable social relationships. Specifically, small tourism business operators embedded in local social networks would give more weight to collective economic benefit rather than their own profit. This decision indicates that rational economic actors in the market can choose non-optimal business strategies. The paper also finds out that small business operators strategically translate strong social relationships into business advantages in order to expand cooperation with external partners. This expansion reflects a dialectical relation between social relations and economic activities, giving rise to localized institutions that boost and regulate small tourism business. We argue that the factor of relationship is very important to small tourism business by restraining business operators' rational choice and encouraging them to share profit with other members in the same social networks. The relationship—institutional dialectic is twofold. First,relationships underpin the institutional arrangement of small tourism business in order to sustain a tourism market through which everyone can make profit. Second, economic operators endeavor to maintain stable social relationships and to achieve the goal, equality replaces efficiency as the primary logic in the market. Hence, stable relationships in social networks strengthen the institution of business operations, even though this might result in the loss of economic profit in some cases. Our paper sheds light on how the relationship—institution dialectic reveals the social embeddedness of small tourism business in local social networks. In sum, institution is the solidification of relationship, relationship is the goal of institution in social networks.
引文
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[2]Polanyi K.The economy as instituted process[A]//Polanyi K,Arensberg C,Pearson H W.Trade and Market in the Early Empires[M].New York:The Free Press,1957:243.
[3]Lin Yi.Ideas and inspiration on Polanyi’s institutional economics[J].Finance and Economics,2001,(3):16-20.[林义.波兰尼的制度经济学思想及其启示[J].财经科学,2001,(3):16-20.]
[4]Uzzi B.The sources and consequences of embeddedness for the economic performance of organizations[J].American Sociological Review,1996,61(4):674-698.
[5]Granovetter M.Economic action and social structure:The problem of embeddedness[J].American Journal of Sociology,1985,91(3):481-510.
[6]Granovetter M.Embeddedness:Social Network and Economic Action[M].Luo Jiade,trans.Beijing:Social Sciences Academic Press,2007:83.[马克·格兰诺维特.镶嵌:社会网与经济行动[M].罗家德,译.北京:社会科学文献出版社,2007:83.]
[7]Shaw G,Williams A M.Tourism and Tourism Spaces[M].London:Sage Publications,2004:66.
[8]Zhao Lei.Network:New economic sociology shift in the studies of tourism system[J].Tourism Tribune,2011,26(2):20-27.[赵磊.网络:旅游系统研究的新经济社会学转向[J].旅游学刊,2011,26(2):20-27.]
[9]He Huiwen,Cheng Hongbo.An empirical study of the exhibitor’s ego-network and its influence on the exhibitor’s performance[J].Tourism Tribune,2015,30(5):97-106.[何会文,成红波.参展商的个体网络及其对参展绩效的影响[J].旅游学刊,2015,30(5):97-106.]
[10]Zhang Anmin.The impact of the relationship between tourists and enterprises on relationship quality:The role of social exchange and relational embedded mediation[J].Tourism Tribune,2015,30(3):53-63.[张安民.旅游客企关系对关系质量的影响——以社会交换和关系嵌入为中介[J].旅游学刊,2015,30(3):53-63.]
[11]Zhang Xiaoming,Bao Jigang.Tourism development and return migration of rural labor force:Case study on Xidi Village[J].Scientia Geographica Sinica,2009,29(3):360-367.[张骁鸣,保继刚.旅游发展与乡村劳动力回流研究——以西递村为例[J].地理科学,2009,29(3):360-367.]
[12]Xu Honggang,Ma Shaoyin.Entrepreneurial opportunity recognition process of small tourism businesses:A case study of Yangshuo Xijie[J].Tourism Tribune,2012,27(8):18-26.[徐红罡,马少吟.旅游小企业的创业机会识别研究—桂林阳朔西街案例[J].旅游学刊,2012,27(8):18-26.]
[13]Wen Tong.On developing family inn industry:A case study of dragon ridge terrace scenic spot[J].Tourism Tribune,2001,17(1):26-30.[文彤.家庭旅馆业的发展——以桂林龙脊梯田风景区为例[J].旅游学刊,2001,17(1):26-30.]
[14]Granovetter M.The old and the new economic sociology:A history and an agenda[J].Artificial Organs,1990,3(8):1734-1741
[15]Fei Xiaotong.From the Soil:The Foundations of Chinese Society[M].Shanghai:Shanghai People's Publishing House,2006:94.[费孝通.乡土中国[M].上海:上海人民出版社,2006:94.]
[16]Uzzi B.Embeddedness in the making of financial capital:How social relations and networks between firms seeking financing[J].American Sociological Review,1999,64(8):481-505.
[17]Granovetter M,Swedberg R.The Sociology of Eonomic Life[M].Boulder:Westview Press,1992:138.
[18]Chen Likun.Commoditization of ethnic tourism community landscapes under urbanization:A case study of Xishuangbanna inner suburban Dai vernacular houses[J].Tourism Tribune,2015,30(11):51-62.[陈丽坤.城镇化进程下民族旅游社区景观商品化研究——以西双版纳近郊傣楼景观为例[J].旅游学刊,15,30(11):51-62.]
[19]Wang Lucang,Li Wei.Urban space ture under the influence of tourism:A case study of Langmusi town,Gannan Tibetan Autonomous Prefectur[J].Tourism Tribune,2013,28(12):34-45.[王录仓,李巍.旅游影响下的城镇空间转向——以甘南州郎木寺为例[J].旅游学刊,2013,28(12):34-45.]
[20]Granovetter M.The impact of social structure on economic outcomes[J].The Journal of Economic Perspectives,2005,19(1):33-50.
[21]Hwang K K.Face and favor:The Chinese power game[J].American Journal of Sociology,1987,92(4):944-974.
[22]Zhai Xuewei.The Chinese Concept of Face[M].Taipei:Crown books co.,LTD,1995:112.[翟学伟.中国人的脸面观[M].台北:桂冠图书股份有限公司,1995:112.]
[23]Feng Xianghong.Competition and(in)equality:A case study of the family restaurants in a touristic Miao village in Fenghuang County of Hunan,China[J].Tourism Tribune,2016,31(3):26-34.[丰向红.竞争与(不)平等:湖南凤凰苗寨游家庭餐馆的个案研究[J].旅游学刊,2016,31(3):26-34.]
[24]Granovetter M.The strength of weak ties[J].American Journal of Sociology,1973,78(6):1360-1380.
[25]Johannisson B,Ramírez-Pasillas M,Karlsson G.The institutional embeddedness of local inter-firm networks:A leverage for business creation[J].Entrepreneurship&Regional Development,2002,14(4):297-315.
[26]Burt R S.Structural Holes:The Social Struture of Competition[M].Cambridge:Harvard University Press,1992:74.
[27]Chung S A,Singh H,Lee K.Complementarity,status similarity and social capital as drivers of alliance formation[J].Strategic Management Journal,2000,21(1):1-22.
[28]Klein D.The voluntary provision of public goods?The turnpike companies of early America[J].Public Policy,1990,28(4):788-812.
[29]Chen Zhiyong,Li Lejing,Li Tianyi.The organizational evolution,systematic construction and empowerment significance of Langde Miao’s community tourism[J].Tourism Tribune,2013,28(6):75-86.[陈志永,李乐京,李天翼.郎德苗寨社区旅游:组织演进、制度建构及其增权意义[J].旅游学刊,2013,28(6):75-86.]
[30]Wang Ning.Tourism economy in the perspective of embeddedness[J].Tourism Tribune,2012,27(11):14.[王宁.嵌入性视野下的旅游经济[J].旅游学刊,2012,27(11):14.]
[31]Uzzi B.Social structure and competition in interfirm networks:The paradox of embeddedness[J].Administrative Science Quarterly,1997,42(1):35-67.
[32]Larson A.Network dyads in entrepreneurial settings:A study of the governance of exchange relationships[J].Administrative Science Quarterly,1992,37(1):76-104.
[33]Bian Yanjie,Qiu Haixiong.The social capital of enterprises and its efficiency[J].Social Sciences In China,2000,(2):87-99.[边燕杰,丘海雄.企业的社会资本及其功效[J].中国社会科学,2000,(2):87-99.]
[34]Baker W,Faulkner R.Social capital,double embeddedness,and mechanisms of stability and change[J].American Behavioral Scientist,2009,52(11):1531-1555.
[35]Granovetter M.Getting A Job:A Study of Contacts and Careers[M].Zhang Wenhong,et al trans.Shanghai:Truth&Wisdom Press,2008:153.[马克·格兰诺维特.找工作:关系人与职业生涯的研究[M].张文宏,等译.上海:格致出版社,2008:153.]
[36]Lin N.Social capital:A theory of social structure and action[J].Social Forces,2004,82(3):1209-1211.
[37]Mitchell J C.The concept and use of social networks[A]//Mitchell J C.Social Networks in Urban Situations[M].Manchester:Manchester University Press,1969:1-50.
[38]You Di,Jiang Aping.The review of Polanyi’s theory of new economic sociology[J].Academic Exchang,2007,(9):125-128.[由笛,姜阿平.格兰诺维特的新经济社会学理论述评[J].学术交流,2007,(9):125-128]
[39]Elinor O A.Behavioral approach to the rational choice theory of collective action[J].Journal of East China University of Science&Technology,2010,92(1):1-22.
(1)家庭旅馆兼有住宿、餐饮服务功能,有60户常年营业,其余仅仅在旅游旺季或“十一”“五一”等假期经营。
(1)其中,家庭旅馆18家,编号H01~H18;餐馆3家,编号R01-R03;纪念品店2家,编号S01~S02;酒吧/休闲吧2家,编号M01~M02。?
[2]Polanyi K.The economy as instituted process[A]//Polanyi K,Arensberg C,Pearson H W.Trade and Market in the Early Empires[M].New York:The Free Press,1957:243.
[3]Lin Yi.Ideas and inspiration on Polanyi’s institutional economics[J].Finance and Economics,2001,(3):16-20.[林义.波兰尼的制度经济学思想及其启示[J].财经科学,2001,(3):16-20.]
[4]Uzzi B.The sources and consequences of embeddedness for the economic performance of organizations[J].American Sociological Review,1996,61(4):674-698.
[5]Granovetter M.Economic action and social structure:The problem of embeddedness[J].American Journal of Sociology,1985,91(3):481-510.
[6]Granovetter M.Embeddedness:Social Network and Economic Action[M].Luo Jiade,trans.Beijing:Social Sciences Academic Press,2007:83.[马克·格兰诺维特.镶嵌:社会网与经济行动[M].罗家德,译.北京:社会科学文献出版社,2007:83.]
[7]Shaw G,Williams A M.Tourism and Tourism Spaces[M].London:Sage Publications,2004:66.
[8]Zhao Lei.Network:New economic sociology shift in the studies of tourism system[J].Tourism Tribune,2011,26(2):20-27.[赵磊.网络:旅游系统研究的新经济社会学转向[J].旅游学刊,2011,26(2):20-27.]
[9]He Huiwen,Cheng Hongbo.An empirical study of the exhibitor’s ego-network and its influence on the exhibitor’s performance[J].Tourism Tribune,2015,30(5):97-106.[何会文,成红波.参展商的个体网络及其对参展绩效的影响[J].旅游学刊,2015,30(5):97-106.]
[10]Zhang Anmin.The impact of the relationship between tourists and enterprises on relationship quality:The role of social exchange and relational embedded mediation[J].Tourism Tribune,2015,30(3):53-63.[张安民.旅游客企关系对关系质量的影响——以社会交换和关系嵌入为中介[J].旅游学刊,2015,30(3):53-63.]
[11]Zhang Xiaoming,Bao Jigang.Tourism development and return migration of rural labor force:Case study on Xidi Village[J].Scientia Geographica Sinica,2009,29(3):360-367.[张骁鸣,保继刚.旅游发展与乡村劳动力回流研究——以西递村为例[J].地理科学,2009,29(3):360-367.]
[12]Xu Honggang,Ma Shaoyin.Entrepreneurial opportunity recognition process of small tourism businesses:A case study of Yangshuo Xijie[J].Tourism Tribune,2012,27(8):18-26.[徐红罡,马少吟.旅游小企业的创业机会识别研究—桂林阳朔西街案例[J].旅游学刊,2012,27(8):18-26.]
[13]Wen Tong.On developing family inn industry:A case study of dragon ridge terrace scenic spot[J].Tourism Tribune,2001,17(1):26-30.[文彤.家庭旅馆业的发展——以桂林龙脊梯田风景区为例[J].旅游学刊,2001,17(1):26-30.]
[14]Granovetter M.The old and the new economic sociology:A history and an agenda[J].Artificial Organs,1990,3(8):1734-1741
[15]Fei Xiaotong.From the Soil:The Foundations of Chinese Society[M].Shanghai:Shanghai People's Publishing House,2006:94.[费孝通.乡土中国[M].上海:上海人民出版社,2006:94.]
[16]Uzzi B.Embeddedness in the making of financial capital:How social relations and networks between firms seeking financing[J].American Sociological Review,1999,64(8):481-505.
[17]Granovetter M,Swedberg R.The Sociology of Eonomic Life[M].Boulder:Westview Press,1992:138.
[18]Chen Likun.Commoditization of ethnic tourism community landscapes under urbanization:A case study of Xishuangbanna inner suburban Dai vernacular houses[J].Tourism Tribune,2015,30(11):51-62.[陈丽坤.城镇化进程下民族旅游社区景观商品化研究——以西双版纳近郊傣楼景观为例[J].旅游学刊,15,30(11):51-62.]
[19]Wang Lucang,Li Wei.Urban space ture under the influence of tourism:A case study of Langmusi town,Gannan Tibetan Autonomous Prefectur[J].Tourism Tribune,2013,28(12):34-45.[王录仓,李巍.旅游影响下的城镇空间转向——以甘南州郎木寺为例[J].旅游学刊,2013,28(12):34-45.]
[20]Granovetter M.The impact of social structure on economic outcomes[J].The Journal of Economic Perspectives,2005,19(1):33-50.
[21]Hwang K K.Face and favor:The Chinese power game[J].American Journal of Sociology,1987,92(4):944-974.
[22]Zhai Xuewei.The Chinese Concept of Face[M].Taipei:Crown books co.,LTD,1995:112.[翟学伟.中国人的脸面观[M].台北:桂冠图书股份有限公司,1995:112.]
[23]Feng Xianghong.Competition and(in)equality:A case study of the family restaurants in a touristic Miao village in Fenghuang County of Hunan,China[J].Tourism Tribune,2016,31(3):26-34.[丰向红.竞争与(不)平等:湖南凤凰苗寨游家庭餐馆的个案研究[J].旅游学刊,2016,31(3):26-34.]
[24]Granovetter M.The strength of weak ties[J].American Journal of Sociology,1973,78(6):1360-1380.
[25]Johannisson B,Ramírez-Pasillas M,Karlsson G.The institutional embeddedness of local inter-firm networks:A leverage for business creation[J].Entrepreneurship&Regional Development,2002,14(4):297-315.
[26]Burt R S.Structural Holes:The Social Struture of Competition[M].Cambridge:Harvard University Press,1992:74.
[27]Chung S A,Singh H,Lee K.Complementarity,status similarity and social capital as drivers of alliance formation[J].Strategic Management Journal,2000,21(1):1-22.
[28]Klein D.The voluntary provision of public goods?The turnpike companies of early America[J].Public Policy,1990,28(4):788-812.
[29]Chen Zhiyong,Li Lejing,Li Tianyi.The organizational evolution,systematic construction and empowerment significance of Langde Miao’s community tourism[J].Tourism Tribune,2013,28(6):75-86.[陈志永,李乐京,李天翼.郎德苗寨社区旅游:组织演进、制度建构及其增权意义[J].旅游学刊,2013,28(6):75-86.]
[30]Wang Ning.Tourism economy in the perspective of embeddedness[J].Tourism Tribune,2012,27(11):14.[王宁.嵌入性视野下的旅游经济[J].旅游学刊,2012,27(11):14.]
[31]Uzzi B.Social structure and competition in interfirm networks:The paradox of embeddedness[J].Administrative Science Quarterly,1997,42(1):35-67.
[32]Larson A.Network dyads in entrepreneurial settings:A study of the governance of exchange relationships[J].Administrative Science Quarterly,1992,37(1):76-104.
[33]Bian Yanjie,Qiu Haixiong.The social capital of enterprises and its efficiency[J].Social Sciences In China,2000,(2):87-99.[边燕杰,丘海雄.企业的社会资本及其功效[J].中国社会科学,2000,(2):87-99.]
[34]Baker W,Faulkner R.Social capital,double embeddedness,and mechanisms of stability and change[J].American Behavioral Scientist,2009,52(11):1531-1555.
[35]Granovetter M.Getting A Job:A Study of Contacts and Careers[M].Zhang Wenhong,et al trans.Shanghai:Truth&Wisdom Press,2008:153.[马克·格兰诺维特.找工作:关系人与职业生涯的研究[M].张文宏,等译.上海:格致出版社,2008:153.]
[36]Lin N.Social capital:A theory of social structure and action[J].Social Forces,2004,82(3):1209-1211.
[37]Mitchell J C.The concept and use of social networks[A]//Mitchell J C.Social Networks in Urban Situations[M].Manchester:Manchester University Press,1969:1-50.
[38]You Di,Jiang Aping.The review of Polanyi’s theory of new economic sociology[J].Academic Exchang,2007,(9):125-128.[由笛,姜阿平.格兰诺维特的新经济社会学理论述评[J].学术交流,2007,(9):125-128]
[39]Elinor O A.Behavioral approach to the rational choice theory of collective action[J].Journal of East China University of Science&Technology,2010,92(1):1-22.
(1)家庭旅馆兼有住宿、餐饮服务功能,有60户常年营业,其余仅仅在旅游旺季或“十一”“五一”等假期经营。
(1)其中,家庭旅馆18家,编号H01~H18;餐馆3家,编号R01-R03;纪念品店2家,编号S01~S02;酒吧/休闲吧2家,编号M01~M02。?