Process and Effect of Nature Conservation NGOs Embedded in Communities from the Perspective of Embeddedness Theory: A Case Study of the Sanjiangyuan Area

The purpose of this study is to analyze the NGO involvement process for the community development. It investigates nature conservation NGOs and community residents in the Sanjiangyuan area, and takes field observation and in-depth interviews as the data collection methods, by using the embeddedness theory as the theoretical research framework. Nvivo 12.0 software is used to establish a logical framework for the involvement process between two parties such as the conceptual framework of the embedding cause-embedding means-embedding effect. Results reveal that the initial involvement of NGOs in a community’s nature conservation activities is determined by the goals and social relationship. It generally depends on resources, culture, neighborhood, structure embedding. The ultimate goal is to achieve the enhancement of protection effect, resident participation awareness and their ability to participate. The paper also discusses how NGOs play a more effective role in community governance in the background of constructing national parks.