旅游小企业的创业机会识别研究——桂林阳朔西街案例

Entrepreneurial Opportunity Recognition Process of Small Tourism Businesses:A Case Study of Yangshuo Xijie

旅游小企业由于其生活方式动机而区别于其他行业企业,现有的创业机会识别模型的解释力度有待进一步验证。文章通过对阳朔西街36家旅游小企业创业者的半结构性访谈资料的质性编码,发现旅游小企业的创业机会识别经历了机会感知、识别和创造三个过程,机会评价贯穿于机会识别过程的始终。环境因素是旅游小企业创业机会识别的动力源泉,先前知识经验及社会网络的影响突出。创业动机不同,机会识别过程的考虑因素也有所不同。生活方式型创业者注重自身兴趣爱好及经验知识的运用,追求精神回报;维持生计型创业者属于市场追随者;商业型创业者注重投资回报率,会进行一定的分析考察。但是,旅游小企业创业者的机会识别过程并不是一个简单的线性过程,它更大程度上是基于创业者个人及亲戚朋友的知识经验进行的思想分析。

Small tourism businesses develop rapidly and play vital roles in the industry. However, existing studies focus on the entrepreneurs, while the entrepreneurial process has not received the attention it deserves. What＇ s more, at the very beginning of entrepreneurial process, opportunity recognition has been the research focus of entrepreneurship, but prior studies are mainly on traditional manufacturing and high-tech industries. The small- scale and life-styled motivations differentiated small tourism businesses from traditional ones, which means the existing opportunity recognition models need further studies. The paper chose Xijie, Yangshuo as the case, which is a typical destination characterized by the agglomeration of small tourism businesses. In order to find out the process and the characteristics of opportunity recognition of small tourism businesses, the study conducted semi-structured interviews with 36 entrepreneurs in Xijie, Yangshuo. By qualitative coding, the paper concluded with a mode/of entrepreneurial opportunity recognition of small tourism businesses. The entrepreneurial opportunity recognition process undergoes through opportunity perception, discovery and creation while opportunity evaluation goes throughout each stage of the process. Opportunity perception comes from the identification of the local environment and industrial traits, and is characterized by identifying the unmet market needs or underemployed resources. Following that is the stage of opportunity discovery which means perception of a ＂fit＂ between market needs and resources presuppositions. Based on the analysis of match of unmet interests and resources, the entrepreneurs will figure out whether the opportunity is worth of investment. After that, it is time to think how to make the match of needs and resources develop into the commercial concept. How to create ~ompetitive advantages and personnel division are the main considerations of small tourism businesses. ~）pportunities are evaluated at each stage of their development although the evaluation may be informal or even marticulated. What small tourism businesses consider most is the return on investment and sometimes the feasibility .nd risk. The environmental factors lead to the opportunity recognition. Prior knowledge and experience are helpful for ae entrepreneurs to find out the knowledge of customers and the unmet needs. active interaction with an extensive social network, ＂ ＂ ＂ lforrnation sources. Through Social networks are budges to entrepreneurs evolve opportunities y information gathering, thinking through talking, and resource assessment. Furthermore, the entrepreneurial ~portunity recognition process is not just a simple linear process ; it depends on the entrepreneurial motivations. re-styled entrepreneurs tend to apply their interests and experiences to the operation of enterprise and focus on iritual returns. Those who wish to maintain the livelihood tend to be the market followers, while the profit- iented entrepreneurs pay their attention to investment return, and they will conduct market investigation in detail. ）wever, the processes are always not strict, most of which are the ideological analysis based on the experiences d knowledge of themselves or their relatives and friends. Therefore, it is high time that government should emphasize the demonstration effect of social networks, mgthen the information platform construction and entrepreneurial training, and try different ways to alleviateresource bottlenecks to create a favorable business environment.