A Study On Rural Women's Intention To Participate In Tourism Entrepreneurship And Its Influencing Factors

In recent years,with the vigorous development of rural tourism,rural women participate in tourism entrepreneurial activities in different ways and become an important subject of rural tourism development,which is an important force to promote the sustainable development of rural tourism.Through rural women's participating in tourism entrepreneurship,the organic combination of industrial development and rural tourism have been realized,which can effectively alleviate the phenomenon of "hollowing out" and "aging" in rural areas and promote the revitalization of rural areas.Under the background of the country's strong support for rural tourism entrepreneurship,restricted by factors such as the external society,the internal family and personal conditions,rural women have certain obstacles in the process of transforming entrepreneurship ideas into practice.Rural tourism entrepreneurship is a kind of form different from general entrepreneurship,which is not fully understood by the academic community,and also lack of attention to the tourism entrepreneurial intention of rural women groups.Based on the existing research,this paper takes rural women as the research object and constructs the influencing factor model of their tourism entrepreneurial intention through testing the empirical data,and finally the following results are obtained:(1)The main influencing factors of rural women's intention to participate in tourism entrepreneurship are as follows:(1)Macro factors: economic situation,policy situation and social norms constitute the overall environment for rural women to participate in tourism entrepreneurship,that is,entrepreneurial environment;(2)Micro factors include three variables:personal characteristics,personal resources and gender roles.The pursuit of change,independence and achievement motivation constitute the factors of personal characteristics.The factors of personal resources include entrepreneurial feedback,resource acquisition and future employment market,which are the accumulation of entrepreneurial resources and experience cognition that individuals actually have.Gender role factors include rural women's self-identity of gender and the degree of emphasis on family value.(2)The quantitative mean value of rural women's tourism entrepreneurial intention is in the middle level,and they are generally willing to participate in tourism entrepreneurship.In the further analysis of variance,it is found that there are significant differences in five demographic characteristics of tourism entrepreneurial intention,such as age,children,family population,personal monthly income and occupation,while the influence of education level and marriage status on tourism entrepreneurial intention is not significant.(3)Through multiple regression analysis,it is found that three factors,namely entrepreneurial environment,personal characteristics and personal resources,have a positive and significant impact on rural women's tourism entrepreneurial intention,and gender role has a significant negative impact on it.Gender has a significant impact on rural tourism entrepreneurial intention,and gender role is one of the main factors affecting rural women's tourism entrepreneurial intention.Compared with other entrepreneurs,rural women have less access to entrepreneurial resources,higher threshold,greater difficulty,less social and academic concern,which greatly affects the entrepreneurial intention and enthusiasm of rural women.At last,this paper makes a further interpretation of the influencing factors of rural women's intention to participate in tourism entrepreneurship.From the perspective of the government,society,rural women,this paper puts forward corresponding management suggestions from the macro and micro level.That is:adhering to the government's leadership,increasing policy support and publicity,improving the training system,developing and taping the characteristics of rural women,strengthening the sense of participation,expanding and building the support network for entrepreneurship,changing the ideology,focusing on and encouraging rural women's entrepreneurship.In order to enhance rural women's tourism entrepreneurial intention,and actual entrepreneurial behavior,it can make a positive contribution to the revitalization of rural areas.