亲缘网络对农民乡村旅游创业意愿的影响 ——基于浙江浦江农户样本实证

基于“亲缘网络”这一农村基本人际关系要素,探讨家人亲戚构成的亲缘关系网对农民旅游创业意愿的影响,分析感知创业风险、创业警觉在上述影响中所起的中介效应。基于浙江浦江240户农户样本的实证结果表明：① 亲缘网络三维度（网络结构、网络关系、网络认知）对农民旅游创业意愿均具有显著正向影响;② 感知创业风险在亲缘网络关系、网络认知与农民创业意愿间起到部分中介作用;③ 创业警觉在亲缘网络关系与农民创业意愿之间起到部分中介作用,在亲缘网络认知与农民创业意愿之间起到完全中介作用。结果表明,利用好亲缘关系要素有助于更好地激发农民自主创业,推动乡村旅游内涵式发展。

The Impact of Kinship Network on Peasants′ Tourism Entrepreneurial Intention Based on a Sample of Pujiang County,Zhejiang Province

The tourism industry has been acknowledged worldwide as an effective driver of rural development. Thus, central and local government of China has long been supporting rural tourism as an effective way to implement the Rural Revitalization Strategy. An important phenomenon is that small hospitality businesses such as 'rural inn' and 'happy homestay' established and operated by local residents are a predominant type of business in rural tourism of China. In addition, it has been widely acknowledged that these small-sized and family-run businesses can ensure that local residents benefit directly from development of tourism industry, provide differentiated 'authentic' products, services and experiences to the visitors, and promote the development of local economy, society and environment of the host community. Therefore, these tourism-related small and micro enterprises have been considered as a critical 'economic engine' of sustainable development of rural destinations. Consequently, investigating the establishment and growth of small rural hospitality businesses has attracted considerable attention from both scholars and practitioners. Examining the critical driving forces of tourism entrepreneurial intention serves as the basis of subsequent measures to facilitate the start-up of such businesses. In this field, previous researches have mostly focused on the effects of individual traits and outer socio-economic environment on peasants' entrepreneurial decisions. Although some has noted the important roles of social networks in facilitating entrepreneurship, few researches have addressed the peasants' kinship network and how this network would impact individual peasant's intention to start-up a tourism-related small business. The kinship network, consisting of one's family members and relatives, is a basic type of individual social network in rural areas of China. With emphasis on this social network inclusive of family members and relatives, the present study elaborates on the impact of kinship network on peasants' entrepreneurial intentions in the tourism industry, as well as the mediating roles that perceived risk and entrepreneurship alertness play in this effect. An empirical analysis based on a sample of 240 peasant households from Pujiang County of Zhejiang verified the hypotheses postulated in this study. The results are obtained as follows: 1) All of the three dimensions of kinship network, namely, network structure, network relationship and network cognition exert significant and positive effect on peasants' intention to establish tourism-related small enterprises; 2) Perceived risk has partial mediating effect on the association between kinship network relationship and peasants' entrepreneurial intentions, and the association between kinship network cognition and peasants' entrepreneurial intentions; 3) Entrepreneurship alertness plays a partial mediating role in the association between kinship network relationship and peasants' entrepreneurial intentions, and a full mediating role in the association between kinship network cognition and peasants' entrepreneurial intentions. Findings of this study revealed the importance and value of peasants' kinship network for entrepreneurship in rural community. Accordingly, by mobilizing kinship network elements, local government and industry agencies can promote the emergence of small tourism enterprises more efficiently, thus facilitating the endogenous and sustainable development of rural tourism.