Research On The Relationship Between Entrepreneurial Resources,Entrepreneurial Motivation And Entrepreneurial Strategy Of Local Entrepreneurship In Rural Tourism

Under the background of "Mass entrepreneurship,mass innovation",the phenomenon of innovation and entrepreneurship emerges constantly.In recent years,the development of tourism has become a major way to achieve economic and social development in rural areas,entrepreneurs through the participation of tourism entrepreneurship,to achieve an organic combination of industrial development and rural tourism,promote the revival of the countryside.However,what are the important entrepreneurial resources for rural tourism start-ups? What are the types of entrepreneurial motivation? What kind of entrepreneurial strategy is chosen to carry out entrepreneurial activities? This series of problems need to be effectively responded,which is not only related to the operating results of tourism start-up enterprises and start-up income,but also related to the sustainable development of rural tourism destination.However,there are few studies on rural tourism entrepreneurship,and the existing literature mainly focuses on the rural tourism entrepreneurship behavior of non-native entrepreneurs,the lack of indigenous entrepreneurship of rural tourism.Based on this,this paper adopts a multi-case study method to conduct semi-structured in-depth interviews with eight local entrepreneurs in rural tourism in Qianwei,Leshan,random interviews were conducted with employees and visitors of the case companies to collect relevant second-hand data on the web platform,and to carry out open coding,spindle coding and selective coding of the text materials,based on the coding results and related literature,this paper analyzes 8 case enterprises,summarizes and concludes the types of entrepreneurial resources,entrepreneurial motivation and entrepreneurial strategies of local entrepreneurship in rural tourism,on this basis,the relationship among entrepreneurial resources,entrepreneurial motivation and entrepreneurial strategy choice is discussed,and the overall theoretical framework is systematically constructed.Based on the in-depth analysis of entrepreneurial resources,entrepreneurial motivation and entrepreneurial strategies,this paper finds that:(1)there are five types of local entrepreneurial resources in rural tourism: financial resources,social resources,material resources,human resources and symbolic resources,however,symbolic resources as an important resource of local entrepreneurship in rural tourism is a new discovery of this paper.(2)the motivation of local entrepreneurship in rural tourism includes four types: survival motivation,opportunity motivation,life-style motivation and native complex motivation,it is also found that the motivation of native complex is the important motivation of starting a business in rural tourism,and the four motivations can be further divided into necessary motivation and non-necessary motivation.(3)entrepreneurial strategy mainly includes product strategy,target market strategy,management strategy,marketing strategy and human resource strategy,which can be further divided into localization strategy and export-oriented strategy,the case companies with localization strategy have better performance in social evaluation,while those with export-oriented strategy have better performance in social evaluation and economic benefit.(4)this paper divides the two types of start-ups according to whether they have returned home or not,and finds that there are differences in entrepreneurial resources,entrepreneurial motivation and entrepreneurial strategy between the two types of start-ups.(5)entrepreneurial motivation plays a part of intermediary role in the influence of entrepreneurial resources on the choice of entrepreneurial strategy;financial resources have positive effects on non-essential motivation and negative effects on essential motivation,non-financial resources have a positive effect on non-essential motivation,but not on essential motivation.Essential motivation has a positive effect on localization strategy,but not on export-oriented strategy Non-essential motivation positively influences the exportoriented strategy,but has no significant influence on the localization strategy;financial resources positively influences the export-oriented strategy,but negatively influences the localization strategy;non-financial resources positively influences the localization strategy,the impact on the export-oriented strategy is not significant.