Entrepreneurship Or Employment: A Study On The Influence Mechanism Of Farmers' Participation In Rural Tourism

Since President Xi Jinping proposed “the strategy of rural vitalization”,the rural tourism has become an important way to realize the rural revitalization,which has changed the way of farmers’ employment and raised the living standard of farmers.However,there are still some problems such as lack of farmers’ cognition and participation.Therefore,it is very important to study the way choice of farmers’ participation in rural tourism and influence mechanism.In this paper,Yanghe town’s employment and entrepreneurship farmers who participate in rural tourism are selected as the research object.Based on case study,grounded theory and comparative analysis,the paper analyzes the way and process of farmers’ participation in rural tourism.Meanwhile,this paper summarizes the story line and constructs the logical relationship with the grounded theory to explore the logical relationship and interfering factors of farmers’ participation in rural tourism.It is found that the entrepreneurial process of farmers in Yanghe town follows the logic of "individual characteristics-resources and environment-social identity-resources and markets".Individual characteristics are endogenous motivation,resources and environment provide the basis for entrepreneurship,social identity has a two-way effect on farmers’ entrepreneurship,and resources and market influence income.The farmers’ employment process follows the logic of "individual characteristics-employment feasibility-opportunities and policies-employment and demands".Individual characteristics are endogenous motivation,employment feasibility provides employment conditions,opportunities and policies provide more employment options,and employment and demands are related to the satisfaction of farmers.Both of them are caused by "individual characteristics",but there are more influential factors in the process of farmers’ entrepreneurship,and their influence covers farmers’ social networks and entrepreneurial entities.The influencing factors of employment farmers only affect the farmers themselves and their families.This paper hopes to provide more employment and entrepreneurship possibilities for the development of rural tourism by analyzing the way choice of farmers’ participation in rural tourism and influence mechanism.