创业者如何塑造网红民宿独特性?基于创业叙事的组态分析  

How Entrepreneurs Shape the Uniqueness of Internet-famous Homestays:A Configurational Analysis Based on Entrepreneurial Narratives

作　　者：王心蕊[1,2,3] 曾艳芳 WANG Xinrui;ZENG Yanfang(School of Tourism Management,Sun Yat-sen University,Zhuhai 519082,China;Center for Tourism,Leisure and Social Development,Sun Yat-sen University,Guangzhou 510275,China;Key Laboratory of Humanities Community in the Greater Bay Area,Sun Yat sen University,Guangzhou 510275,China)

机构地区：[1]中山大学旅游学院,广东珠海519082 [2]中山大学旅游休闲与社会发展研究中心,广东广州510275 [3]中山大学大湾区人文共同体重点实验室,广东广州510275

出　　处：《商业经济与管理》2025年第3期70-81,共12页Journal of Business Economics

基　　金：国家自然科学基金面上项目“双重嵌入视角下乡村旅游社会创业的形成机制及其影响研究”(72272158);国家社会科学基金重大项目“乡村振兴战略下县域城乡融合发展的理论与实践研究”(22&ZD190)。

摘　　要：独特性是网红民宿区别于一般酒店或民宿之核心所在。基于浙江省德清县莫干山镇18家网红民宿的实地调查数据,深入剖析网红民宿独特性的形成机理。研究发现:第一,网红民宿的叙事策略可归纳为“身份故事—区分市场”、“寻求差异—行业引领”和“情感共鸣—数字赋能”三类;第二,网红民宿独特性的形成受创业者个体及环境的影响,创业者基于内外部资源构建其独特身份;第三,创业者通过“身份构建—叙事策略—叙事效果”塑造网红民宿独特性,这一过程呈现出动态反馈与持续强化的特征。基于文化创业理论,拓展了创业叙事在民宿创业领域的应用,构建了网红民宿独特性形成机制的理论框架,系统揭示了创业者塑造网红民宿的内在机理。研究结果为推动乡村民宿创业、促进民宿行业可持续发展提供了理论支持和实践指导。Uniqueness is the core feature that distinguishes Internet-famous homestays from traditional hotels or guesthouses.Based on field survey data from 18 Internet-famous homestays in Moganshan Town,Deqing,Zhejiang,this study explores the mechanisms behind the formation of their uniqueness.The research findings reveal:First,three distinct narrative strategies are identified:‘identity storytelling-market differentiation,'‘seeking differentiation-industry leadership,'and‘emotional resonancedigital empowerment.'Second,the uniqueness of Internet-famous homestays is shaped by both the entrepreneurs and their environment,with entrepreneurs coordinating internal and external resources to position their distinctiveness in a specific context.Third,entrepreneurs create uniqueness through the process of‘identity construction-narrative strategy-narrative effect,'which exhibits the characteristics of dynamic feedback and reinforcement.This study expands the application of entrepreneurial narrative in the homestay sector and uncovers the mechanisms of entrepreneurial storytelling,offering new theoretical insights into Internetfamous homestay entrepreneurship.The results provide theoretical support and practical guidance for promoting rural homestay entrepreneurship and fostering sustainable development in the industry.

关 键 词：民宿创业 网红民宿 创业叙事 独特性 模糊集定性比较分析(fsQCA) 

分 类 号：F59[经济管理—旅游管理]