挑战还是机遇：新冠疫情发生前后乡村旅游游客行为对比

为充分把握新冠疫情发生前后乡村旅游游客的行为变化，利用网络游记，基于旅游进展的时间逻辑构建乡村旅游行为模式，通过扎根理论对新冠疫情发生前、后浙江省乡村旅游者的行为变化进行比较。结果表明：1）乡村旅游行为包括行为动机、体验行为、评价感悟行为3个阶段，其框架可从行为时间、行为环节、行为内容、行为层次4个方面组织；2）新冠疫情的暴发给乡村旅游造成危机的同时也带来发展机遇，疫情下催生出包括疫情压抑反弹、逃离疫情阴霾、门票特价诱惑、寻求安全区域、出行时间限制和出行空间限制在内的六大新兴乡村旅游动机；3）旅游实际体验中，疫情背景下乡村旅游游客体验行为呈现一系列新特征，体现在交通选择行为、拥挤感知程度、消费行为、管理体验行为上，景区游客数量、景区管理措施、景区消费场所的改变能相应地影响旅游者行为；4）疫情下出行需求与现实矛盾激烈影响旅游者的情感，游客的情感表达更为复杂。

Challenge or Opportunity: Comparison of Rural Tourist Behavior before and after the COVID-19 Outbreak

Tourism is a sensitive industry that is extremely vulnerable to crisis situations. The development of China's tourism industry was halted altogether after the massive outbreak of COVID-19 in early 2020. Entering the phase of normalization of epidemic prevention, rural tourism becomes the main force of tourism recovery. This study uses online travelogues to determine the behavioral changes of rural tourists before and after the occurrence of COVID-19. The study applies rooting theory and constructs a rural tourism behavior model based on the temporal logic of tourism progress. The following results were obtained: First, rural tourism behavior includes three stages (behavior motivation, experience behavior, and evaluation behavior), and its framework can be organized into four aspects (behavior time, behavior link, behavior content, and behavior level). Second, while the COVID-19 outbreak poses a serious impediment, it also brings development opportunities. Rural tourism, as the "dark horse" of tourism recovery speed, has obvious advantages. The vast space and good environment of the countryside in the post-epidemic era have become an ideal tourist destination for the urban population during the epidemic. Six rural tourism objectives emerged during the epidemic: epidemic suppression rebound, escape from the epidemic haze, the lure of ticket specials, search for safe areas, travel time constraints, and travel space constraints. Third, rural tourism's tourist experience behavior in the context of the epidemic presents a series of new features, including transportation choice behavior, perceived degree of congestion, and consumption behavior. Changes in the number of visitors to scenic areas, scenic management measures, and scenic consumption places can influence tourist behavior accordingly. Finally, owing to the specificity of the tourism experience process, its physical and mental contradictions and interaction mechanisms are systematic and complex. The contradictions between the need to travel during the epidemic and reality fiercely affect the emotions of tourists, whose emotional expression is more complex and adds a layer to the perception of life. Ultimately, the process of the tourism experience is reflected in the individual, thereby facilitating the visitor's satisfaction of self-growth and discovery. The novelty of this study lies in its research perspective, which takes tourist behavior as an entry point to explore the impact of the epidemic on the behavior of rural tourists from their point of view. The study findings can point to new directions for the tourism industry to achieve market recovery and industry revitalization after the epidemic and guide rural tourism destinations to better assess and respond to changes in tourism demand.