| With the rapid development of leisure agriculture, and change the concept of tourism, leisure agriculture tourism has become a new industry in twenty-first Century. It not only led to development of the tourism industry, but also makes the farmers benefited from. Scholars put forward their views and explanation for this phenomenon. They think that urban residents will go to engage in leisure agricultural tourism, agricultural tourism is that they will release as a pressure of life, but also to provide daily life experience. And to agriculture to tourism as a basic industry of agricultural tourism Agritourism. In today’s society of leisure tourism, leisure agriculture plays a important role, is the main cause of the leisure agricultural tourism holiday travelers provides another space. However, due to the leisure agriculture in China is still in the initial exploratory stage, experts and scholars in our country for leisure agriculture tourism entrepreneurs entrepreneurial motivation research haven’t further, in view of this, this study expects to find a clear agricultural tourism entrepreneurship motivation model, and explore the connotation of entrepreneurial motivation of leisure agriculture tourism, and enhance the understanding of tourism supply side entrepreneurship. And let the leisure agricultural tourism planners know more about tourism and leisure agriculture the importance for the development of agriculture and tourism patterns and trends on the development of farm help, to understand the effect of tourism and leisure agriculture agricultural policy, promote tourism and leisure agriculture economy facing to the sustainable development.This study mainly consists of 5 parts. The first part:Chapter 1 of this paper mainly expounds the research background, purpose and significance, and describes the research contents and methods of the study, this paper mainly adopts the literature research method, questionnaire survey method, exploring factor analysis, confirmatory factor analysis, pointed out the main research significance to find the elements of entrepreneurial motivation of leisure agriculture tourism operators, explores the leisure agriculture operators engaged in leisure agriculture tourism in the entrepreneurial process should pay attention to the most what factors, this information is fed back to the leisure agricultural tourism, let the leisure agricultural tourism to sustainable and healthy business. The second part:the second chapter mainly defines the related concepts and literature review, the first is to research on domestic leisure industry, followed by a review of research on Foreign Leisure Agriculture and the definition of motivation, and on the basis of the relevant research review and investigation into the business motive of leisure agriculture tourism operators for example, as the leisure agricultural tourism entrepreneurs economic development needs of the people under the condition of increasing will spend more time in the development of the motivation and so on, after a series of studies found that the main factors of each region of the agricultural tourism entrepreneurs as economic factors, but subsequent entrepreneurial motivation is not the same in addition, the second chapter expounds the theoretical foundation of leisure agricultural tourism entrepreneurial motivation, based on the main theoretical framework of agricultural tourism Weber theory and etc.. The third part: Chapter 3 of this article mainly elaborates the research methods, this study intends to pull entrepreneurial motivation and thrust of entrepreneurial motivation theory is based, to explore the entrepreneurial motivation of leisure agriculture tourism operators, to serve as the theoretical framework of entrepreneurial motivation of leisure agricultural tourism operators, so as to further enhance the understanding of entrepreneurial motivation of tourism. The fourth chapter is mainly on the research framework, research pioneer, data processing analysis and measurement tools, a detailed description. First is the research framework and hypotheses, the research to the concept of "pull entrepreneurial motivation" and "thrust of entrepreneurial motivation" of tourism and leisure agriculture operators motivation, in order to as a research framework, and put forward leisure agriculture tour operator has a definite tension entrepreneurial motivation; leisure agriculture tourism operators has clear thrust of entrepreneurial motivation; the push and pull of entrepreneurial motivation scale is a reliable and effective tool to measure the entrepreneurial motivation of leisure agriculture tourism operators three research hypotheses. In the next account of the research base for the study and makes a summary of the past studies, it is concluded that the past research mostly in the attractiveness of the positive motivation of, and at home in the past for construction of tourism operators motivation was not to scale, because of this pioneer study purpose is in order to collect leisure agriculture tourism operators of entrepreneurial motivation scale items of conclusion. The fourth part:Chapter 4 of this paper mainly deals with the analysis and research outcomes of this study, the purpose of this study is to explore the entrepreneurial motivation of leisure agriculture tourism operators, so in Chapter 4 mainly aims at the research sample were operators background and entrepreneurial characteristics description analysis, then through exploratory factor analysis and confirmatory factor analysis, to explore the reliability and validity tension of entrepreneurial motivation and thrust of entrepreneurial motivation between connotation and verification motive essence, at the end of the paper, the test results. Some part of the fourth chapter are descriptive statistics, reliability analysis, exploratory factor of entrepreneurial motivation of entrepreneurial motivation analysis and model test, the data of entrepreneurial motivation confirmatory factor analysis and so on. The fifth part:Chapter 5 of this paper mainly expounds the conclusions and suggestions of this study and past leisure agricultural tourism of entrepreneurial motivation research results show that, the main reason the motivation of leisure agriculture tourism entrepreneurs is economic factors, such as extra income, can receive additional income and so on. But Busby and rendl proposed the development of agricultural tourism to obtain the economic benefits are usually small, usually only 5% of income, so the entrepreneurial motivation of tourism agriculture whether is absolutely economic factors need to be further investigated.The study found that except economic factors, these motivations are also including social and educational factors. Previously there is very little research to make description from the thrust of entrepreneurial motivation level, so from two parts including the tension of entrepreneurial motivation and the thrust of entrepreneurial motivation, this study discusses the entrepreneurial motivation of leisure agriculture tourism operators; by empirical research, we found operators to transformed into agricultural tourism, except attractive "the tension of entrepreneurial motivation", also including negative factor "the thrust of entrepreneurial motivation", showing previous research for agricultural tourism motivation ignore the negative factors.To review the purpose of this study, in order to know about the connotation of agricultural tourism entrepreneurial motivation, discussing from the tension of entrepreneurial motivation and the thrust of entrepreneurial motivation, final object is to find the elements of leisure agriculture tourism operators’ entrepreneurial motivation and investigate key items which operators should pay attention to; The feedback of information to agricultural tourism can let the leisure agricultural tourism sustainable development. This study hopes the research result can be used into the field of entrepreneurship. |
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