Research On The Evolution Path Of Rural Tourism Entrepreneurship In Hunan Province

Since the reform and opening up 40 years ago,China's rural tourism,dominated by small and micro enterprises,has developed rapidly.Entrepreneurs and entrepreneurship play a vital role in the development of rural tourism enterprises and industries.At the same time,due to the influence of the Social,Economic,Cultural and Political national conditions with Chinese characteristics,rural tourism entrepreneurship presents obvious dynamic evolution characteristics.Under the background that Rural Revitalization has become a national strategy,the study on the evolution of rural tourism entrepreneurship will help accelerate the sustainable development of rural tourism and the construction of beautiful China,and also provide a reference path for Rural Revitalization in developing countries.By summarizing the relevant research at home and abroad,we can draw the following conclusions:the connotation characteristics of three scales of tourism entrepreneurship,Individual,Enterprise and Society;the explicit ability characteristics of tourism entrepreneurs as the intermediary condition of scale transformation;and the four influencing factors of social politics,culture,economy and technology.Based on the qualitative research method,from October 2016 to July 2018,126 entrepreneurs in Hunan Province were interviewed in depth.According to the characteristics of the development stage of rural tourism industry in China and the periodic changes in the development process of enterprises,enterprises were divided into three stages:Industry-Driven,Government-Driven and Market-Driven.Nvivo11 tool was used for coding to obtain the three-level coding of rural tourism entrepreneurship in three stages and three scales.Thirdly,the author constructs path of the evolution of rural tourism entrepreneurship based on the three scales of "individual-enterprise-society",and the personal ability of entrepreneurs.On the whole,rural tourism entrepreneurship presents a dynamic evolution from productive to unproductive and then to productive.First,from the perspective of the management concept of rural tourism entrepreneurs,rural tourism entrepreneurship mainly presents three evolution characteristics in the process of enterprise development,namely,the evolution from arbitrage spirit to responsibility spirit,from relying on the spirit to innovation spirit,from family responsibility to social responsibility.Second,from the perspective of the spiritual connotation of rural tourism entrepreneurs,homeland idealism,workhorse spirit,innovation spirit and responsibility spirit has prominent manifestations in each stage,but the degree of strength and weakness is different in different periods.Homeland idealism is most prominent in the stage of industry-driven development.The workhorse spirit,innovation spirit and responsibility spirit is becoming more and more obvious with the growth of enterprise scale.The pioneering spirit and entrepreneurial spirit are mainly embodied in the stage of industry-driven development.Cooperation spirit is gradually highlighted with the steady development of enterprises.As for relying on the spirit and arbitrage spirit,they have obvious characteristics of non-productive activities,and reach the extreme in the stage of government-driven development.Third,from the perspective of the ability characteristics of Hunan rural tourism entrepreneurs,it mainly includes seven capabilities:relationship,opportunity,learning,management,strategy,analysis,and risk taking.Among them,opportunities,analysis problems,and risk-taking ability exist in every stage of enterprise development;relationship,opportunity,learning,analysis of problems,and risk-taking ability are the main capabilities embodied in the establishment of Hunan rural tourism entrepreneurs.With the development of enterprises,entrepreneurial management and strategic capabilities are becoming more and more important.Fourth,from the perspective of the influencing factors of rural tourism entrepreneurship in Hunan,it is mainly influenced by four major factors:politics,economy,culture and technology.The social political environment is the core influencing factor of Hunan rural tourism entrepreneurship,and it is most obvious in the government-driven development stage.In the stage of industry-driven development,the influence of regional economic level and cultural openness on rural tourism entrepreneurship is very obvious.In the stage of market-driven development,it is mainly affected by the demand for national tourism and the rapid changes in the Internet and mobile Internet.