The Study On The Effect Of Social Network Embeddedness On Entrepreneurial Performance Of Rural Tourism Makers

At present,rural tourism is booming.And as an important carrier of rural revitalization,rural tourism can promote farmers' income,rural economic and social development.Organization revitalization is the prerequisite for rural revitalization and talent revitalization is a necessary condition for organizational revitalization.Organizational rejuvenation is the prerequisite of rural rejuvenation,and talent rejuvenation is the necessary condition of organizational rejuvenation.Guided by the strategy of rural revitalization and the concept of "mass entrepreneurship and innovation",a group of college students,returning migrant workers,and literary and art workers went from urban to rural areas.They were independent of urban and rural people and engaged in rural tourism,called "rural tourism makers." Rural tourism makers are a new generation of groups in China.China has a unique rural environment,and the factors that affect the entrepreneurial performance of a new generation of people in special environments need to be studied urgently.This article takes social network embeddedness(relational embeddedness and structural embeddedness)as independent variables from the perspective of social network embeddedness,entrepreneurial learning(experience learning,cognitive learning and practical learning)as mediating variables,and entrepreneurial context(institutional context,spatial context and business context)as moderating variables to explore the impact of these three factors on entrepreneurial performance and put forward corresponding hypothesis.According to relevant research literature,scientifically designed a questionnaire and conducted empirical analysis through statistical analysis software such as SPSS 22.0 and AMOS 21.0.Conduct factor analysis of social network embeddedness,entrepreneurial learning,entrepreneurial context,and entrepreneurial performance.And construct a structural equation model to explore the impact of rural tourism makers on social network embeddedness,entrepreneurial learning,entrepreneurial context,and entrepreneurial performance.Finally,according to empirical research content,Research interview and literature research,corresponding suggestions for improving entrepreneurial performance are proposed.The results are obtained as follows: Social network embeddedness(relationship embeddedness and structure embeddedness)have significant positive effects on entrepreneurial performance.Social network embeddedness(relationship embeddedness and structure embeddedness)have significant positive effects on the three dimensions of entrepreneurial learning(experience learning,cognitive learning and practical learning).Experience learning,cognitive learning and practical learning exert significant and positive effect on entrepreneurial performance.Entrepreneurial learning have mediating effects between social network embeddedness and entrepreneurial performance.Institutional context and spatial context have moderating effects on the association between entrepreneurial learning and entrepreneurial performance.And based on the above conclusions,this paper puts forward some suggestions and countermeasures.The research takes the new generation of rural tourism makers as the research subject,introduce entrepreneurial learning as an mediator variable,and build a structural model of entrepreneurial performance to explore the relationship between social network embeddedness,entrepreneurial learning,and entrepreneurial performance.Besides,this study takes the entrepreneurial context that is not changed by the subjectiveness of rural tourism makers as a moderating variable.The research results enrich the research content of the entrepreneurial performance of rural tourism makers,which can help to improve the entrepreneurial performance more effectively.