Research On The Institutional Entrepreneurship Mechanism Of Rural Tourism

In the age of industrial civilization,rural tourism has been booming in the world because,it caters to people's travel needs of "going back to nature and pursuing nature".Practice has shown that the vigorous development of rural tourism has an irreplaceable role in promoting the optimization of rural economy and industrial structure,but rural tourism also faces various institutional constraints in entrepreneurship practice.Therefore,it is very important to take rural tourism as a research context to study the institutional constraints and institutional entrepreneurship strategy in the process of institutional entrepreneurship.This paper adopts the single case study design,selects the Zhonghao Valley institutional entrepreneurship as the research object,and uses literature analysis,in-depth interviews,grounded theory,and other research methods to analyze the institutional entrepreneurship process of Zhonghao Valley institutional entrepreneurship,researches the system constraints that Zhonghao Valley faced during the different stage of institutional entrepreneurship,the institutional entrepreneurial strategy adopted and the process of realizing legality of institutional entrepreneurship,thus reveals the institutional entrepreneurship mechanism of the rural tourism system.The study finds that:Firstly,The institutional entrepreneurship mechanism of the rural tourism is the process in which the institutional entrepreneurs of the rural tourism are faced with institutional constraints in the process of institutional entrepreneurship,interact effectively with stakeholders through the use of various institutional entrepreneurial strategies,coordinate the relationship between each other,and finally realize the institutional entrepreneurial legitimacy of the rural tourism;secondly,in terms of institutional constraints,the institutional entrepreneurship of the Zhonghao Valley is mainly faced with the cognitive constraints and normative constraints of stakeholders,among them,the recognition and acceptance of entrepreneurial claims by villagers directly affects the success or failure of institutional entrepreneurship,which reflects the rural characteristics of rural tourism system constraints;thirdly,in terms of institutional entrepreneurship strategy,the most widely used by Zhonghao Valley institutional entrepreneur are cultural strategies,which embodies the cultural characteristics of rural tourism institutional entrepreneurship strategy;fourthly,in terms of the institutional entrepreneurship legality,Zhonghao Valley institutional entrepreneurship mainly acquired cognitive legality and regulate legality,and the social characteristics of rural tourism institutional entrepreneurship provide strong support for the institutional entrepreneurship legality and the promotion of rural tourism development model.This paper takes Zhonghao Valley as a specific case to explore the rural tourism entrepreneurial mechanism,hopes to combine the two important research fields of rural tourism entrepreneurship and institutional entrepreneurship,further enrich and develop the theoretical achievements of rural tourism entrepreneurship and institutional entrepreneurship,and provide effective guidance for the practice of rural tourism institutional entrepreneurship.