Research On The Cultivation Of Farmers’ Entrepreneurial Quality In Rural Tourism In Changsha

In the wave of mass entrepreneurship and innovation,the rapid development of the rural tourism and new technology make rural tourism entrepreneurship becoming a popular profession.In addition,with the growing maturity of the farmers’ entrepreneurial conditions and the introduction of the preferential policies for the farmers’ entrepreneurship,the farmers have a unique advantage in the rural tourism.At the same time,farmers’ quality is generally low and ability is weak,and that hinders the pace of migrant workers entrepreneurship in a certain extent.Therefore,how to cultivate the farmers’ entrepreneurial quality in rural tourism is very important and urgent.Taking Changsha city as an example,this paper discussed the current situation,influencing factors and cultivation countermeasures of farmers’ entrepreneurial qualities.First of all,through combing the literature and defining the relevant concepts,this paper expounded the theoretical basis of this article.Then,by reading relevant materials and data,it analyzed the current development of rural tourism in Changsha city.Then,according to the result of questionnaire and interview,it is found that the entrepreneurial intention of farmer in rural tourism is stronger.But there are many problems,for example,Less entrepreneurial knowledge,lower entrepreneurial ability,weak awareness of risk,the lower the entrepreneurial competitiveness.Finally,through the empirical research and factor analysis by using SPSS software,it is found that the influencing factors can be summarized as personal factors and environmental factors.Personal factors include previous experience,personal qualities and social capital.Environmental factors include policy support,economic foundation,entrepreneurial climate,education and training.Verification using AMOS software,we found that seven factors all play a positive effect on farmers’ entrepreneurship qualities.The economic foundation is the most influential factor,followed by policy support,social capital, personal characteristics,education and training,entrepreneurial atmosphere and previous experience.In order to improve farmers’ entrepreneurial quality,according to the current situation of farmers’ quality of entrepreneurship and the empirical results, this paper constructs a farmer entrepreneurship quality complete training system:improving the supporting policies,facilities,the park project and incubation space,constructing the basic platform for the cultivation of farmers’ entrepreneurial quality;with the tourism market as the traction,building a full range of farmers entrepreneurial cloud information service platform;with the farmers as the main body,the formation of multiple cooperative social support pattern,including the government, farmers’ Self-government Organizations and agro-related enterprises.