Social Network Influence On Growth Of Small Tourism Business In Multi-ethnic Rural Community

In the background of the greatly rural tourism development around the nation,the construction of beautiful village,esp.in the rural communities which rich in tourism resources,launching the beautiful rural tourism product with convenient traffic,high quality,suitable for the Chinese city and countryside resident leisure consumer on the basis of accommodation,carting and peripheral facilities,which becomes an important pillar industry in the development of current rural communities.At the same time,it is the important factor on improving the level of rural urbanization.In 2018,No.1 Document clarified again that Chinese rural communities vigorously implement strategies of rural revitalization,with tourism as a guide,changing the traditional occupational composition and income,early achieving the great goal for completing the building of a moderately prosperoussociety in all respects.In rural tourism enterprises,small tourism companies are the most common forms of tourism participation and entrepreneurship.Small tourism companies rooting in rural communities,affected by different network relationships during their growth,which play an important role in its smooth growth.Therefore,social network is the key factor in the growth of small tourism companies.With more attention given by scholars at home and aboard on the research of small tourism companies,and investment increased by government on village community,small tourism companies that exist basing on a certain tourism resources,esp.those small tourism companies in village communities or minority communities become the hotspots of current research.This study selects the rural communities of northwest minority as case study,starting from the perspective of social network relationship,using social network theory and enterprise growth theory,based on the different tourism small enterprises and business owners social network relationship,this paper uses the theory of root analysis to explore the impact of different relationships in social networks on the growth of small tourism enterprises.As the case Fang Jiazhuang is the demonstration base of small tourism companies in Xinjiang.As early as the beginning of 20 th century,this area become a business model of scale and standardization.This research takes the case and small external companies as study object.Mining the social network relationship between local small tourism companies and business owners through questionnaires and in-depth interview,using the methods of grounded theory to analyze the obtained data,explore its internal mechanism,construct a model of mechanism in the growth of small tourism companies in different social networks,and enrich the relevant research of small tourism companies.The study finds that the formal network relationship plays a more significant role in the growth of tourism small businesses in social network relations.It is mainly expressed in the government's management system,market rules,etc.In addition,the establishment of formal networks establishes the social status of small tourism enterprises and spreads them.The good social reputation of small businesses has important implications.The non-formal network is mainly based on social relations based on blood and kinship among small business owners and access to human and financial resources for business growth.In addition,as a minority Multi-ethnic rural community,the study area has local Multi-ethnic specificity in other regions in terms of Multi-ethnic distribution and geographical attributes.In short,in the growth of small tourism enterprises,small tourism companies and business owners have taken effect based on formal networks and informal networks,serving the growth of local tourism small businessesIn minority communities,the study further proves that social network relationship plays an important role in the growth of small companies through different structures.Based on the case,the study draws a conclusion from accelerating the growth of small tourism companies,it also lists the favorable factors in the growth of local small tourism companies,so that it could be the reference to the future development of small tourism companies for the relevant departments...