创业榜样对农民乡村民宿创业意愿的影响研究  

A Study of the Influence of Entrepreneurial Role Models on Farmers'Entrepreneurial Intention of Rural Homestays

作　　者：殷平[1] 杜京哲 赵娣 YIN Ping;DU Jingzhe;ZHAO Di(School of Economics and Management,Beijing Jiaotong University,Beijing 100044,China)

机构地区：[1]北京交通大学经济管理学院,北京100044

出　　处：《旅游学刊》2024年第12期90-103,共14页Tourism Tribune

基　　金：北京市社会科学基金重点项目“首都生态涵养区农民民宿创业机制与绩效研究”(22GLA004)资助。

摘　　要：在乡村民宿的研究情境中,农民的创业活动呈现出以创业榜样为核心的聚集现象。文章结合社会认知理论与社会比较理论,以农民为研究对象,构建创业榜样对农民乡村民宿创业意愿影响的链式中介模型。文章使用北京市郊区的972个农民样本,运用结构方程模型进行了实证检验。结果显示:1)创业榜样对农民乡村民宿创业意愿有显著正向影响;2)创业自我效能在创业榜样对农民乡村民宿创业意愿的影响中发挥中介作用;3)社会比较和创业自我效能在创业榜样对农民乡村民宿创业意愿的影响中起链式中介作用。研究提出了一个新的视角来解释创业榜样的示范效应,补充完善了社会认知理论的结构,对推动乡村振兴、促进共同富裕具有重要意义。Rural homestays,an important business model in rural tourism,serve as a vital avenue for boosting farmers’income and wealth.The influencing factors of farmers’rural homestay entrepreneurial intentions must be identified initially and optimisation policies of the entrepreneurial environment must be proposed to stimulate farmers to operate rural homestays.In the entrepreneurial practical scenario of rural homestays,farmers’entrepreneurial activities often exhibit a clustering phenomenon.However,whether farmers respond to entrepreneurial role models in the same approach as in other scenarios has not been thoroughly verified.Based on social cognitive theory and social comparison theory,this research focuses on farmers as the research subjects.It aims to explore the influence of entrepreneurial role models on farmers’intention to start rural homestays,as well as examining the chain mediation roles of social comparison and entrepreneurial self-efficacy.This study uses a sample of 972 farmers from the suburbs of Beijing and employs a structural equation model for empirical testing.Results reveal that:i)entrepreneurial role models have a significant positive impact on farmers’rural homestay intentions;ii)entrepreneurial self-efficacy mediates the influence relationship between entrepreneurial role models and rural homestay entrepreneurial intentions;iii)social comparison and entrepreneurial self-efficacy serve as chain mediators in the influence of entrepreneurial role models on rural homestay entrepreneurial intentions.This research offers important theoretical contributions.Firstly,it not only validates social cognitive theory,but also expands it to an“environment-processing-individual-behaviour”framework.Moreover,it reveals the internal action mechanisms of the“black box”between entrepreneurial role models and farmers’rural homestay entrepreneurial intentions from a new perspective.Secondly,it addresses the phenomenon of social comparison within farmer groups and,for the first time,reveals the driv

关 键 词：创业榜样 创业意愿 乡村民宿 社会比较 创业自我效能 

分 类 号：F59[经济管理—旅游管理]