乡村旅游创业机会识别实证研究

Empirical Research of Entrepreneurial Opportunity Identification on Rural Tourism

乡村旅游促进了农民增收和农村经济社会发展,创业者识别和开发创业机会是乡村旅游发展的前提,但现有研究对此问题鲜有关注。机会识别是创业研究的核心问题,是其社会资本、先前经验等多种因素综合作用下的认知过程。文章基于乡村旅游创业者调查数据,对社会资本、先前经验与创业机会识别的作用机理进行了实证研究。研究发现,社会资本的网络规模和网络资源、先前经验中的创业经验、行业经验和职能经验等要素对创业机会识别有显著的正向影响,创业警觉性起部分中介作用。创业者所嵌入的网络规模越大,在相关部门任职和正在创业的亲友资源越多,能够识别的创业机会就越多;拥有较多先前创业经验、行业经验、职能经验,能显著提高其识别创业机会的可能性。而创业警觉性对上述影响机制起到了显著的中介作用,即社会资本和先前经验不仅直接影响创业者的创业机会识别,还通过促进认知层面创业警觉性的提高,间接地对创业机会识别产生作用。基于此,本文提出创业者个体和政府部门两个方面的政策建议。

Rural tourism can increase peasants＇ income, and these activities will also promote the development of economy and society in rural areas. It is important for the entrepreneurs to identify and develop entrepreneurial opportunities, which has become a prerequisite for the development of rural tourism. However, the existing research pays little attention to this. Opportunity identification is the core issue of entrepreneurship research, and it is a cognitive process in which social capital, previous experience and other factors are combined. Based on a survey to rural tourism entrepreneurs, this paper made an empirical investigation of the mechanism of social capital, previous experience and entrepreneurial opportunity identification. This study hypothesized and testified that social capital and previous experience are two important factors affecting entrepreneurial opportunity identification in rural tourism. The entrepreneurial opportunity recognition will become higher with the increase of social capital and previous experience. Furthermore, social capital and previous experience will not only directly affect entrepreneurial opportunity recognition of the ＂farmhouses＂, but also exhibit indirect effect on it through improving peasants＇ cognition and entrepreneurial alertness. First of all, there is a significant positive relationship between social capital and entrepreneurial opportunity recognition. If the entrepreneurs of farmhouses have a larger scale of embedded network, with a larger number of relatives, friends and acquaintances; or have a larger social network, with more relatives and friends working in the relevant department or having entrepreneurial activities, then they will recognize more entrepreneurial opportunities. Secondly, there is a significant positive relationship between prior experience and entrepreneurial opportunity recognition. If the entrepreneurs of farmhouses have worked in the related industries for more years, or have more entrepreneurial activities and have accumulated more abundant experience, then they will recognize more entrepreneurial opportunities. Once again, there is a significant positive relationship between entrepreneurial alertness and entrepreneurial opportunity recognition. The higher entrepreneurial alertness brings out the more probability of entrepreneurial opportunity identification. Finally, entrepreneurial alertness plays an intermediate effect on the above positive relationships. If the entrepreneurs have a denser and larger scale of social network, they will have higher alertness for the potential entrepreneurial opportunities. The diversity and quality of social network resources will affect entrepreneurial alertness and exhibit impact on the probability of entrepreneurial opportunity identification furthermore. There exists the same mechanism with social capital. If the entrepreneurs have more previous experience and accumulate more information about the market and customers, they will be more likely to explore the deficiency of market and the demand from customers. If the entrepreneurs have more previous management experience, they will be better at exploring potential opportunities with appropriate business model and to discover the potential value of these opportunities. In addition, they will be more alert to entrepreneurial opporttmities and can recognize more entrepreneurial opportunities. That is, previous experience can increase entrepreneurial alertness and then promote entrepreneurial opportunity recognition furthermore. Based on this, this paper suggests some policy applications from both aspects of individual entrepreneurs and government institutes.