Research On Local Embedding Mode Of Small Enterprises In Rural Tourism Communities From The Perspective Of Embedding Theory

Small tourism enterprises are the main force during the development of rural tourism.In rural communities that attach great importance to relationship networks,it is of theoretical and practical significance to study the development of small tourism enterprises from the perspective of embedded theory.At present,most related researches on tourism small enterprises focus on the development of small enterprises,but rarely focus on the impact of sustainable development between tourism small enterprises and destination communities.And the use of embedded theory to carry out research on small enterprises is mostly limited to industrial enterprises,but don't pay enough attention to service industry such as tourism small enterprises.Therefore,the introduction of the embedded theory into the study of the interaction between small tourism enterprises and rural communities is innovative.This article selects Mingyue Village,Pujiang County,Chengdu as the case study area,and takes the small tourism enterprises in the community as the main research object.By using the embedded theory of new economic sociology,it revolves around the logic of "economic activities embedded in social relations which affect economic behavior." The idea is to use semi-structured interviews and participatory observations in qualitative research methods to collect relevant information about the embedded development of small tourism enterprises in Mingyue Village through interviews with external small enterprises owners,local small enterprises owners,local villagers,and village committee staffs.Based on interview records and field observation notes,coding was carried out step by step to sort out the changes about the degree of strong and weak social relations of small tourism enterprises in business activities,and the interaction between small tourism enterprises and the local social network during the process of local embedding.The research summarizes four modes of local embeddedness of tourism small enterprises: self-centered,collective-centered,internal-centered and marginal-type.Moreover,these four modes are not static.Under the combined action of humanities,co-construction and institutional,community,and market forces in the social network formed by the depth of relationship embedding,small tourism enterprises interact with local social networks in the process of local embedding.For example,the obvious changes in the local embeddedness of small tourism enterprises in Mingyue Village mainly include the following four situations : innernal-centered turn into collective-centered when the degree of structural embeddedness is enhanced;collective-centered turn into innernal-centered when the degree of structural embeddedness is weakened;self-centered turn into collective-centered when the degree of relational embeddedness is enhanced;and the marginal type's structural embeddedness is enhanced.The possibility that the relational embeddedness of the tourism small enterprises in Mingyue Village has become weak has not yet been discovered.Perhaps it is the contribution of Mingyue Village's community building or the local mature community development system,cause The socio-economic interactions between business organizations in the community and the residents are based on the trust of both parties,which means the relational embeddedness is comparatively stable,so it is not easy to decline to a lower level.Let small businesses and residents in the community have their own places,multilateral relations continue to strengthen,and there is little out of the community.But this does not completely mean that other small enterprises in rural tourism communities have no possibility of relational embeddedness gradually weakening after their establishment.On the one hand,the local embedding mode of small tourism enterprises has changed;on the other hand,the structure of social networks has also undergone changes such as the shift of network centers,the increase of structural holes,the increase of network density and the improvement of network heterogeneity.Finally,based on the above conclusions,feasible suggestions are made to improve the embeddedness of small tourism enterprises in rural communities.The healthy growth and development of small enterprises in rural tourism communities has great significance to the sustainable development of rural tourism.Clarifying the factors affecting the healthy growth of small businesses in rural tourism communities will help to more accurately find the practical problems that restrict the development of small businesses in rural tourism communities,and propose targeted solutions,It has practical guiding significance for promoting the small enterprises in rural tourism communities to take root locally and develop harmoniously with the community.