生意还是生活?--乡村民宿创客的创业动机与创业绩效感知研究

Business or Life?Research on Entrepreneurial Performance Perception Based on Differentiated Entrepreneurial Motivation of Rural Homestay Entrepreneurs

民宿作为一种乡村住宿新业态和乡村生活新方式,吸引着众多创客投资与经营。对于民宿这种既具“生意”又具“生活”属性的创业领域来说,创业之初不同的愿景(创业动机)使创业之后的满足感(创业绩效感知)存在较大差异。该研究通过218位乡村民宿创客的一手问卷调查,运用因子分析法、聚类分析法和差异对比分析法,以实证主义研究范式,探查差异化创业动机与差别化创业绩效感知的关系。研究发现,乡村民宿创客关于“生意”与“生活”的不同追求对创业动机与绩效感知分化存在重要影响。根据差异化的创业动机可将乡村民宿创客划分为生活方式型、理想主义型和利润导向型3类,其中,生活方式型创客占比最大,利润导向型创客占比最小;不同创业动机的民宿创客在创业绩效感知上也存在明显差别,其中,生意和生活兼顾的理想主义型创客在整个创业过程中满足感最强,而以生意为诉求的利润导向型创客在整个创业过程中满足感最低。该研究本质是在拷问民宿创客对于“生意”与“生活”的价值取向,这种价值取向直接影响他们的创业绩效感知、创业行为持续及其对乡村经济发展的促进和乡村生活的互动融合。该研究对村地区引入合适的创业群体,引导创业者树立正确的创业心态和创业价值观念有一定的借鉴。

China,the rural homestay is a small accommodation facility that makes use of idle resources in rural areas to provide tourists with experiences of local nature,culture,and production,represents a new type of rural accommodation and a new way of rural life,and has become an important choice for many people returning to the countryside for the purposes of innovation and entrepreneurship.However,dreams and reality are often contradictory,and at present there are numerous problems for homestay entrepreneurs,such as access to venture capital,homogeneous competition,excessive highend competitors,and insufficient support facilities.Because rural homestays exhibit both business and lifestyle attributes,there is currently a gap between the vision(motivation)at the beginning of the entrepreneur’s project and their satisfaction(perceived performance)after establishing their business,and people with different entrepreneurial motivations have quite different perceptions of their entrepreneurial performance.Therefore,based on a questionnaire survey of 218 rural homestay entrepreneurs,this study used factor analysis,cluster analysis,and difference comparison analysis to explore the differences in perceptions of entrepreneurial performance among people with different entrepreneurial motivations using a positivist research paradigm.The results showed that emphasis on the pursuit of either business or lifestyle goals was the major differentiating factor in relation to entrepreneurial motivation and performance.Rural homestay entrepreneurs can be divided into three types:lifestyle-oriented,idealistic,and profit-oriented.The largest proportion of homestay entrepreneurs were lifestyle-oriented,while profit-oriented homestay entrepreneurs account for the smallest proportion.There were significant differences in terms of satisfaction with entrepreneurial performance.Idealists who had both business and lifestyle goals in mind were the most satisfied,while profit-oriented entrepreneurs were the least satisfied.Although this study is based on emerging rural homestay entrepreneurs,examining the characteristics of rural homestay entrepreneurs and the relationship between their entrepreneurial motivations and their perceptions of their entrepreneurial performance,the essence of this study is to question the value orientation of homestay entrepreneurs toward either business or lifestyle goals.This orientation directly affects their perceptions of their entrepreneurial performance,the persistence of their entrepreneurial behavior,the promotion of rural economic development,their interaction with and integration into rural life,and even the continuation of rural life.The results suggest that first,we should pay more attention to the human capital contribution of rural homestay entrepreneurs and acknowledge their role as a link between urban and rural areas.Second,homestay entrepreneurs from all over the country should be encouraged to establish a rural homestay alliance at an appropriate time to strengthen communication and cooperation among members and effectively promote their entrepreneurial activities.Third,the government should not only support entrepreneurs,but also pay attention to the development of rural communities and improve the public service environment.The findings of this study will prove beneficial for rural areas seeking to import committed homestay entrepreneurs,and provide a useful reference for the introduction of suitable entrepreneurial groups into rural areas and the establishment of the appropriate entrepreneurial mentality and values.