农文旅融合背景下乡村社会关系的重构逻辑与动力机制

The Logic and Driving Mechanism of Rural Social Relations Reconstruction under the Context of Agriculture-Culture-Tourism Integration

摘要: 农文旅融合不仅改变乡村产业结构，也推动乡村社会关系由封闭型熟人共同体向开放型复合共同体转型。本文以曲靖市马龙区多个典型旅居村落为案例，借助社会资本理论，分析这一转型的生成机制与内在限度。研究发现，这些村落的社会关系重构并非传统社会资本的自然延续，而是外源资本、制度安排与市场需求共同作用下形成的“外嵌性社会资本”重组过程。其优势在于通过多元主体嵌入快速扩展关系网络，通过契约规则与乡土伦理嵌合重塑互惠规范，并通过制度保障生成有限普遍信任；其风险则在于新型社会资本过度附着于外部企业和市场渠道，容易导致乡村主体性不足与情感共同体弱化。本文认为，农文旅融合背景下乡村社会关系重构的关键，在于推动外嵌性社会资本向内生性社会资本转化，在开放发展与社区自主、契约理性与乡土温情之间形成动态平衡。

Abstract: The integration of agriculture, culture, and tourism not only transforms rural industrial structures but also promotes a shift in rural social relations from closed, familiar communities to open, complex communities. Taking several typical tourist-resident villages in Malong District, Qujing City, as case studies, this paper analyzes the formation mechanisms and internal limitations of this transformation through the lens of social capital theory. The research finds that the reconstruction of social relations in these villages is not a natural extension of traditional social capital, but rather a process of reconfiguring “externally embedded social capital” shaped by external capital, institutional arrangements, and market demands. Its strengths lie in rapidly expanding relational networks through multi-actor embedding, reshaping norms of reciprocity by integrating contractual rules with local ethics, and generating limited universal trust through institutional safeguards. However, risks arise when new forms of social capital become overly dependent on external enterprises and market channels, potentially weakening rural agency and eroding emotional community bonds. This paper argues that the key to reconstructing rural social relations under the context of agricultural-culture-tourism integration lies in transforming externally embedded social capital into endogenous social capital, achieving a dynamic balance between open development and community autonomy, contract-based rationality, and local warmth.