Study On The Influence Of Family Support On Rural Women's Tourism Entrepreneurial Intentions

Women are the main manpower support for the revitalization of rural areas,and tourism entrepreneurship is an important means to increase the employment of rural women.However,due to the lack of available resources,role identity conflicts and gender stereotypes,rural women often face more obstacles in the process of tourism entrepreneurship.In the actual observation,the author found that the family has a significant influence on the entrepreneurial activities of rural women,and these influences run through the entire entrepreneurial process,including the initial willingness to start a business,the middle enterprise scale expansion or reduction of the decision,finally whether to withdraw from the market.Among them,the role of family in emotional,resource and financial support is especially prominent.Based on this fact,this study based on the entrepreneurial event theory and social gender theory,studied the internal influence mechanism of family support on the entrepreneurial intention of rural women in tourism.The results of this study verify that :(1)two dimensions of family affective support and instrumental support positively affect perceived desirability,perceived feasibility and entrepreneurial intention;(2)the family support and entrepreneurial intention between the intermediary effect of multipath,among them,the feasibility in aware of fete,family is completely mediating role between affective support and entrepreneurial intention,instrumental support and entrepreneurial intention in the family is the partial intermediary role between the family instrumental support can directly influence on the entrepreneurial intention,emotional support is not;(3)social gender concept is an important moderating variable in the relationship between family support and perceived desirability,perceived feasibility and entrepreneurial intention.Previous studies that gender stereotypes modern women are more likely to locate in the workplace,in the case of the more family support,they are more prone to entrepreneurial intention,but this study suggests that with modern gender stereotypes of rural women to produce more depends on the individual planning and decision,rather than relying on the family,therefore,family support on its entrepreneurial intention effect instead.According to the research results,firstly,to stimulate the entrepreneurial intention of rural women in tourism,we should not only focus on the characteristics of entrepreneurs themselves,but also pay attention to the significance of external family support.Secondly,external support is not enough.The key to providing material and emotional support and implanting knowledge and skills is to make potential female entrepreneurs truly feel the attraction and feasibility of entrepreneurship.Only by changing from the outside to the inside,can they effectively stimulate their entrepreneurial intention.Finally,there are internal individual differences among rural women,and social gender concepts tend to be different from traditional or modern ones,such as career development concept and gender role positioning.Therefore,it is necessary to pay attention to the cultivation of modern social gender concepts,distinguish women with different social gender concepts,and put forward specific Suggestions.This study support for rural women's family travel to analyses the drive mechanism and the factors affecting the empirical research,introducing the theory of business events in the field of tourism research model,to explore the feasibility aware of aspiration,as well as the influence factors of entrepreneurial intention,in theory,application scope,guide the rural women travel business has a certain significance in practice.