Research On The Influence Of Entrepreneurial Environment On Entrepreneurial Orientation Of Rural Tourism Small Entrepreneurs

With the proposal of the rural revitalization strategy,the national economic policy has been tilted towards rural areas,and the development of rural tourism has become an effective way to help poverty alleviation and realize rural revitalization.Rural tourism,as an important part of the implementation of the rural revitalization strategy,is able to revitalize the existing rural cultural resources and explore the potential rural resources It plays an important role in adjusting the structure of rural economy,improving the added value of tourism economy,increasing employment positions,accelerating the modernization of agriculture and rural areas,increasing farmers’ income and realizing the integrated development of urban and rural areas.The rise of rural tourism drives the rapid development of regional economy and enables many local people to see new entrepreneurial opportunities,dig deep into the rich tourism resources in their hometown,make full use of the policy advantages and their accumulated skills,social and economic capital and experience to carry out tourism business activities,making rural tourism small entrepreneurs become the internal driving force for the development of rural tourism.The essence of entrepreneurial orientation is a business strategy chosen by operators in the external competitive environment,and it is a concept that describes the characteristics of individual entrepreneurial behavior.Entrepreneurial orientation has always been regarded as an important factor to promote performance growth.When entrepreneurs have the courage to take risks,take the initiative to innovate products and services,and look at the unpredictable tourism market with a forward-looking vision,it will be easier to achieve entrepreneurial success.A large number of studies have shown that entrepreneurial environment is an important factor affecting the behavior orientation of entrepreneurs.A good entrepreneurial environment will increase entrepreneurial opportunities,enable entrepreneurs to carry out tourism business activities in an orderly competitive environment,form a good entrepreneurial atmosphere,and help to guide entrepreneurs to form positive entrepreneurial orientation Therefore,how to understand and cultivate the entrepreneurial orientation of tourism operators to cope with the complex and changeable entrepreneurial environment is a problem that many scholars need to pay attention to.Local identity,as a manifestation of the emotional connection between people and land,is directly affected by local cultural and economic environment and other factors However,whether the entrepreneurial environment can affect the local identity of small tourism entrepreneurs,and whether the local identity under the influence of the entrepreneurial environment can promote their emotional connection with the entrepreneurial orientation,these series of questions have not been widely verified.Therefore,this paper takes small tourism enterprises in Jingyuan County,Guyuan City as the research object,and selects two representative rural tourism demonstration villages in Jingyuan County as the case sites of this paper.Through literature and field visit research and telephone interviews,based on the ternary interaction theory and local theory,explore the entrepreneurial environment of rural tourism small entrepreneurs entrepreneurship oriented,and with the help of local theory to explore local identity in the entrepreneurial environment and rural tourism small entrepreneurs entrepreneurship guidance between intermediary effect,by constructing a theoretical model,with the help of SPSS26.0 and AMOS24.0 software to the collected sample data and research hypothesis test.The results show that:(1)in the analysis of the relationship between entrepreneurial environment and innovation,The impact of financial environment on entrepreneurship orientation,the standardized path system value is greater than 0,Therefore,it shows that the financial environment will have a significant positive impact on the innovation orientation,risk-bearing orientation and pioneering orientation;When analyzing the impact of policy support on entrepreneurship orientation,The standardized pathway coefficient values are also greater than 0,And showed a 0.01 level of significance,Therefore,it shows that policy support will have a significant positive impact on innovation orientation,risk-bearing orientation and pioneering orientation;When analyzing the influence of rural tourism attraction on innovation orientation and pioneering orientation,None of the paths showed significance,Therefore,it shows that the attraction of rural tourism will not affect the innovation orientation and the pioneering orientation,When the attraction of rural tourism influences the risk-bearing orientation,The standardized pathway coefficient value is-0.148 <0,Therefore,it shows that the attraction of rural tourism will have a significant negative impact on the risk-bearing orientation;When analyzing the influence of entrepreneurial atmosphere on entrepreneurial orientation,The standardized pathway values are 0.216,0.230,0.213 and the pathway showed 0.01 level significance,Therefore,it indicates that the entrepreneurial atmosphere will have a significant positive impact on the innovation orientation,risk-taking orientation and pioneering orientation.(2)In the analysis of the relationship between the entrepreneurial environment and local identity,The influence path of financial environment,policy support,rural tourism attraction and entrepreneurial atmosphere on local identity all show a 0.01 level of significance,It shows that the financial environment,policy support,rural tourism attraction and entrepreneurial atmosphere will all have a significant positive impact on the local identity.(3)In the test of the relationship between entrepreneurial environment and local identity,data analysis shows that local identity will have a significant positive impact on innovation orientation,risk-taking orientation and pioneering orientation.(4)Local identity plays an intermediary role between the entrepreneurial environment and the entrepreneurial orientation: that is,the higher the local identity of small rural tourism entrepreneurs,the more likely it is to have a strong entrepreneurial orientation.