The Study On The Risk,Prevention And Control Of Non-local Operators' Investment In Rural Homestay

As a leading business type in the transformation and upgrading of rural tourism,homestay has become an important starting point for rural revitalization and innovation.The development of rural homestay can,to a certain extent,promote the revitalization and upgrading of rural industries,solve the problems of imbalanced urban-rural development and inadequate development of the industry.With the explosive growth of homestay,many non-local operators have poured into rural homestay.On the one hand,the non-local operators bring new ideas and new development direction to the rural homestay.On the other hand,due to the constraints of stakeholders and basic conditions,non-local operators will encounter various risks when investing in the development of rural homestay and fall into a development dilemma. Under this circumstance,it is significance to study the investment of non-local operators in rural homestay,understand the different risks in each stage of homestay operation,analyze the influencing factors of risks,further analyze the formation process of the risk of nonlocal operators' investment in rural homestay,and provide prevention and control measures for non-local operators to avoid risks,so as to promote the healthy and sound development of the homesaty market.From the perspective of domestic and foreign research on homestay,tourists,operators and homestay owners are the main research perspectives. Based on the research results of previous scholars,this study takes the non-local operators as the research object,use the grounded theory to understand the risks of non-local operators when they invest in Moganshan rural homestay,and questionnaire surveys to summarize the influencing factors of the risks of non-local operators when investing in rural homestay.And verifing the five influencing factors on the risk mechanism of nonlocal operators' investment in rural homestay through regression analysis,proposing a series of prevention and control suggestions to reduce or eliminate the investment risks of non-local operators.The findings are as follows: 1)The problems encountered by non-local operators in investing in rural homestay may come from five aspects.2)Non-local operators of homestay in China believe that investing in rural homestay is high.3)There are five factors influencing the risk of non-local operators' investment in rural homestay,among which four factors have a significant impact.4)To reduce the risk of non-local operators investing in rural homestay,we should start from two levels: the government and the non-local operators.At the government level,it is necessary to promulgate corresponding policies,build perfect basic conditions and guide a good atmosphere for homestay operation.First of all,non-local operators should enrich themselves and reserve professional basic knowledge.In addition,non-local operators must also consider the benefit of local operators and compete with them to achieve a win-win situation.