现阶段，我国农村正发生新的变革，快速的城市化进程与高速攀升的乡村旅游消费需求正深刻地影响着传统乡村的转型与发展，改变农户原有生计模式，自主规划、组织旅游经营活动，切实获得经营效益，成为乡村旅游地众多农户的选择，但只有合理引导农户旅游经营行为，提高经营效率，才是乡村旅游经营效益持续稳定增长的根本保证。本研究立足于农户旅游经营行为，以四川省为案例区，在分析农户旅游经营转入行为的基础上，探究农户旅游经营行为的特征及影响因素；构建考虑区位客观属性的旅游经营效率测度模型，探究农户旅游经营行为与经营效率的关系，并总结出不适合乡村旅游经营的区位客观特征；基于影响农户旅游经营行为的分析，从经营主体、经营规模、经营模式三个方面分析不同类型农户的旅游经营效率差异及其决定因素，探寻农户旅游经营效率的提升路径。该研究将对提升农户旅游经营管理水平、增加农户家庭收入、促进乡村旅游可持续发展有重要理论贡献和实践意义。

At present, rural areas are undergoing reformation in China. It is both of the rapid urbanization process and the high-speed rural tourism consumption demand that are profoundly affecting the transformation and development of traditional rural areas, and changing the original livelihood mode of rural households. Self-planning and organization of tourism business activities, effectively obtain business revenues, becoming a common choice for most rural households in rural tourism destinations. However, only appropriately guiding the tourism business behavior of farmers and improving the operational efficiency of tourism management are the fundamental guarantee for the sustainable and steady improvement of rural tourism business growth. Based on the operational behavior of rural tourism households, this study analyses rural households transition behavior into tourism business activities, and then explores the characteristics and influencing factors of this transition behavior. Next, this study builds a measurement model of rural households’ tourism operational efficiency including the socio-demographic and socioeconomic characteristics and sums up the objective characteristics of the area which is not suitable for the rural tourism management. Thirdly, this study analyzes different types of rural households’tourism operational efficiency and discusses the influencing factors of their efficiency gaps namely from the perspectives of business subjects, business scales and business models, and finally find the way to improve rural households’s tourism business performance. This study is theoretical and practical significance of enhancing the quality of rural tourism management, increasing the income level of rural households and promoting the sustainable and healthy development of rural tourism.