Research On The Influence Of Strategic Schema On The Performance Of Tourism Entrepreneurial Firms

At present,China has entered a critical period of economic transformation and new and old kinetic energy conversion.The entrepreneurial economy has played an increasingly important role in the entire national economy.However,there are great survival and developing difficulties in the entrepreneurial firms.The latest statistics show that the closing rate of Chinese entrepreneurial firms is exceeds the international average.At the same time,under the circumstance of "Widespread Entrepreneurship and Innovation" and the advent of the age of mass tourism,more diversified tourism firms are rising,and the tourism industry is increasingly competitive.How to improve performance effectively has become the great problem that most tourism entrepreneurial firms must face and solve.In the fast-changing business environment and the increasingly fierce market competition,entrepreneurs contribute a great deal to the performance improvement of entrepreneurial firms with their unique cognitive thinking and decision-making methods.With the increasing attention to entrepreneurs in the academic world,the research perspective of entrepreneurial field is constantly undergoing transformation and deepening.Mainstream research has begun to deepen the research from entrepreneur behavior to entrepreneurial cognition,so that to provide entrepreneurial enterprises with much theoretical support and guidance.With the empirical method,this paper took tourism entrepreneurial firms in China as the research objects and explored the relationship among entrepreneurial strategic schema,entrepreneurial opportunity identification,self-efficacy and tourism entrepreneurial firm performance.A total of 142 valid questionnaires were obtained in this study.The theoretical model was validated by SPSS and AMOS and the conclusions are as follows;(1)The strategic schema has a significant positive impact on the tourism entrepreneurial firm performance;(2)The strategic schema has a significant positive impact for the entrepreneurship opportunity identification;(3)The entrepreneurial opportunity identification has a significant positive impact on the tourism entrepreneurial firm performance;(4)The entrepreneurial opportunity identification plays a partial mediating effect between the strategic schema and the tourism entrepreneurial firm performance;(5)The self-efficacy is positively moderating effect between the entrepreneurial opportunity recognition and the tourism entrepreneurial firm performance.Based on the perspective of entrepreneurial cognition and the specific situation of tourism entrepreneurship,this paper takes entrepreneurial strategic schema as the starting point of research,and constructs the path mechanism of "strategic schema--entrepreneurial opportunity recognition—tourism entrepreneurial firm performance".And at the same time,it verifies the moderator of self-efficacy between the entrepreneurial opportunity recognition and tourism entrepreneurial firm performance.It enriches the research content and application scenarios of strategic schema theory and entrepreneurial theory,and provides practical suggestions for tourism firms to improve entrepreneurial performance from the perspective of individual cognition.