A Study On The Types,antecedents And Effects Of Women’s Entrepreneurial Motivation In Rural Tourism

There is a natural connection between women and tourism.Women’s rural tourism entrepreneurship is not only an urgent need for rural revitalization,but also a practical need to improve women’s social status and achieve gender equality.Entrepreneurial motivation is the premise and foundation of entrepreneurial behavior.Why should women implement rural tourism entrepreneurship? What are the influencing factors of women’s rural tourism entrepreneurial motivation? How does women’s entrepreneurial motivation affect their entrepreneurial behavior? These are topics that need to be further explored theoretically and practically in the field of rural tourism and women’s entrepreneurship.In recent years,there have been increasing research findings on women’s entrepreneurship,but the research on women’s rural tourism entrepreneurial motivation is still at the primary stage,and findings based on in-depth and systematic research are very scarce.Obviously,research in this field lags behind the specific implementation of the national policy to encourage women’s entrepreneurship and the need for theoretical guidance for women’s rural tourism entrepreneurial practice.Therefore,there is an urgent need to deepen the research on the theory and practice of women’s rural tourism entrepreneurial motivation and to broaden the scope of women’s rural tourism entrepreneurship research.with that in mind,this thesis conducts an in-depth and systematic study on women’s rural tourism entrepreneurship motivation with a research route of “statement of problem-theoretical research-scale development-conclusion and suggestions”,aiming to stimulate the internal motivation and enthusiasm of women’s rural tourism entrepreneurship,provide effective policy suggestions for relevant government departments,promote rural revitalization with tourism entrepreneurship,and promote women’s all-round development and gender equality.Specifically,this thesis discusses three in-depth and progressive research topics.Firstly,the research on the types of women’s rural tourism entrepreneurial motivation.Through in-depth interviews and grounded theory,this thesis summarizes the specific types of women’s rural tourism entrepreneurial motivation,defines the measurement items of each dimension,and develops the scale of women’s rural tourism entrepreneurial motivation.Secondly,the research on the antecedents of women’s rural tourism entrepreneurial motivation.Taking social network as the independent variable,women’s rural tourism entrepreneurial motivation as the dependent variable,and gender concept as the adjusting variable,based on 473 valid questionnaires,this thesis thoroughly discusses the impact of social network on women’s rural tourism entrepreneurial motivation through structural equation model and regression analysis.Thirdly,the research on the effect of female rural tourism entrepreneurial motivation.Taking the women’s rural tourism entrepreneurial motivation as the independent variable,the women’s rural tourism entrepreneurial behavior as the dependent variable,the entrepreneurial toughness as the intermediary variable,and the environmental looseness as the adjusting variable,based on473 valid questionnaires,this paper deeply discusses the impact of the women’s rural tourism entrepreneurial motivation on their entrepreneurial behavior through structural equation model and regression analysis,and analyzes the internal relationship between them.This thesis mainly draws the following three conclusions:(1)Women’s rural tourism entrepreneurial motivation has a three-dimensional structure.Women’s rural tourism entrepreneurial motivation includes three types: survival motivation,independent motivation and achievement motivation.Survival motivation is the most basic motivation.Women choose rural tourism entrepreneurship in order to obtain economic benefits,reduce family burden and continuously improve the quality of family life;At the same time,dissatisfaction with their previous work also drives women to carry out rural tourism entrepreneurship activities.Independent motivation,includes independence,freedom,interests and hobbies.Women hope to achieve independence and freedom through rural tourism entrepreneurship,so as to have enough time for work and family.In the process of starting businesses,women can also give full play to their strengths and advantages.Achievement motivation includes pursuit of fame and wealth,self realization,social responsibility,etc.Women expect to expand their interpersonal contacts,know more people and increase their influence through entrepreneurship.They wish to gain social recognition and respect through rural tourism entrepreneurship and realize their values.At the same time,since women have affection for rural areas,to change the less developed situation of the rural areas and repay the country and society are also important factors that motivates women to do rural tourism entrepreneurship which reflects the social responsibility and responsibility of modern women.Besides,this study also found that that women with different demographic variables have different characteristics in rural tourism entrepreneurship survival motivation,independent motivation and achievement motivation.There are significant differences in the motivation of rural tourism entrepreneurship among different age and registered residence,but there are no differences in independent motivation and achievement motivation.Women with different education levels,different marital status and different number of children show significant differences in rural tourism entrepreneurship survival motivation,independent motivation and achievement motivation.(2)Social network is the antecedent variable of women’s rural tourism entrepreneurial motivation.Social network has a positive impact on women’s rural tourism entrepreneurial motivation,and its four dimensions have different effects on women’s rural tourism entrepreneurial motivation.Specifically,the network scale has a significant positive impact on women’s rural tourism entrepreneurial survival motivation,independent motivation and achievement motivation;Network centrality has no significant impact on women’s rural tourism entrepreneurial survival motivation,independent motivation and achievement motivation.The intensity of network relationship has a significant positive impact on women’s rural tourism entrepreneurial survival motivation,independent motivation and achievement motivation;Network heterogeneity has a significant positive impact on women’s rural tourism entrepreneurial survival motivation,independent motivation and achievement motivation.At the same time,gender concept has a significant positive regulatory effect between network scale,network relationship strength,network heterogeneity and women’s rural tourism entrepreneurial motivation.That is,the more modern the concept of gender,the greater the positive impact of network scale,network relationship strength and network heterogeneity on women’s rural tourism entrepreneurial motivation.(3)Women’s rural tourism entrepreneurial motivation has a significant positive impact on entrepreneurial behavior.Firstly,the three dimensions of entrepreneurial motivation have a significant positive impact on women’s rural tourism entrepreneurial behavior.Entrepreneurial motivation is the premise that drives women’s rural tourism entrepreneurial behavior.The clearer and stronger the survival motivation,independent motivation and achievement motivation of women’s rural tourism entrepreneurship,the more confident women will be in rural tourism entrepreneurship,and as a result,women’s enthusiasm and initiative for implementing entrepreneurial behavior will be significantly improved.Secondly,entrepreneurial resilience mediates the relationship between women’s rural tourism entrepreneurial motivation and entrepreneurial behavior.The stronger the motivation of rural tourism entrepreneurship,the higher the entrepreneurial toughness of women.In the process of entrepreneurship,women are strong and optimistic and have the courage to face difficulties and challenges,and they will implement various rural tourism entrepreneurial behaviors more actively and willingly,and achieve entrepreneurial success.Thirdly,environmental looseness regulates the relationship between entrepreneurial resilience and women’s rural tourism entrepreneurial behavior.With the continuous improvement of environmental looseness,the relationship between entrepreneurial resilience and women’s rural tourism entrepreneurial behavior is strengthened,and vice versa.Environmental looseness also regulates the intermediary effect of entrepreneurial resilience between women’s rural tourism entrepreneurial motivation and entrepreneurial behavior.With the continuous improvement of the level of environmental looseness,the intermediary effect of entrepreneurial resilience between women’s rural tourism entrepreneurial survival motivation,independent motivation,achievement motivation and entrepreneurial behavior is stronger,and vice versa.From the two angles of government and women,this thesis puts forward specific suggestions on how to stimulate women’s rural tourism entrepreneurial motivation,promote women’s effective implementation of rural tourism entrepreneurial behavior,and achieve entrepreneurial success.(1)For government.They should pay attention to the value and role of women’s entrepreneurship and encourage women to carry out entrepreneurial activities.Specifically governments should create a good social atmosphere and optimize women’s rural tourism entrepreneurship services,improve women’s entrepreneurial ability to stimulate the internal driving force of women’s rural tourism entrepreneurship,increase policy support and reduce the obstacles to women’s rural tourism entrepreneurship.(2)For women,they should actively expand the social network and improve the entrepreneurial ability and quality.Particularly,they should,mainly pay attention to the construction of social network and increase the reserves of social capital,rationally evaluate the entrepreneurial motivation and combine personal value with the needs of social development,break through the "gender shackles" and strive to make a good balance,continuously strengthen learning,and improve entrepreneurial ability and quality.The innovations of this thesis are as follows: Firstly,it takes a specific group,the women as the research object and positively recognizes women’s social status and roles.With the aim of helping women to realize their goals in rural tourism entrepreneurship,this study provides a reference for women’s development in the implementation of Rural Revitalization Strategy.Secondly,it focus on women’s rural tourism entrepreneurial motivation and carries out a series of research.According to the content logic of "type--antecedent--effect",this thesis designed three research contents which were studied profoundly and in a progressive manner,forming a relatively complete content interpretation mechanism of women’s rural tourism entrepreneurial motivation,and making certain breakthrough and innovation in the research content.Thirdly,this thesis reveals the threedimensional nature of women’s rural tourism entrepreneurial motivation under the background of localization,divides women’s rural tourism entrepreneurial motivation into three types: survival motivation,independent motivation and achievement motivation,develops women’s rural tourism entrepreneurial motivation scale,and enriches the theoretical and practical research of women’s rural tourism entrepreneurship in China.Fourthly,the antecedent variables of women’s rural tourism entrepreneurial motivation are deeply discussed from the internal and external factors.Starting from the external factorsocial network,it provides a new perspective for exploring the antecedent variables of women’s rural tourism entrepreneurial motivation,and from the internal factor--gender concept,it enriches the situational research on the formation process of women’s rural tourism entrepreneurial motivation.The combination of the two factors makes the research on the antecedents of women’s rural tourism entrepreneurial motivation more comprehensive and in-depth.Fifthly,starting from the middle path and situational conditions,it builds a relationship model between the four variables of women’s rural tourism entrepreneurial motivation,entrepreneurial behavior,entrepreneurial toughness and environmental looseness,profoundly reveals the impact mechanism of women’s rural tourism entrepreneurial motivation on entrepreneurial behavior,and provides guidance for women’s rural tourism entrepreneurial practice.The theoretical significance of this study is that it systematically studies women’s rural tourism entrepreneurial motivation,enriches the theoretical research of women’s entrepreneurial motivation,construct the theoretical framework of the antecedents of women’s rural tourism entrepreneurial motivation,and deepens the application research of social network theory,pays attention to the research on women’s entrepreneurial motivation of rural tourism and enriches the research content of rural tourism.The practical significance of this study is that it stimulates the internal driving force of women’s rural tourism entrepreneurship and realizes the promotion of Rural Revitalization with tourism entrepreneurship,arouses the attention of all sectors of society to women’s rural tourism entrepreneurship and improve women’s social status.