乡村振兴视角下乡村旅游经营者创业动机研究

Research on Entrepreneurial Motivation of Rural Tourism Operators from the Perspective of Rural Revitalization

乡村旅游是旅游业的重要组成部分,在落实国家乡村振兴战略、遏制脱贫人口返贫和实现农村共同富裕等方面发挥着显著作用。乡村旅游从业者的个人素质和创业动机是决定乡村旅游业能否持续、健康发展的重要决定因素。基于浙江丽水市古堰画乡,采用探索性因子分析方法,研究乡村旅游经营者的创业动机,既拓展了推拉力创业动机领域的研究成果,又为乡村旅游创业发展提供了理论依据和可行建议。

Rural tourism is an important part of the tourism industry,which plays a significant role in implementing the national rural revitalization strategy,curbing poverty alleviation and realizing common prosperity in rural areas.The personal quality and entrepreneurial motivation of rural tourism practitioners are important determinants of the sustainable and healthy development of rural tourism.Taking Guyan Painting village in Lishui City,Zhejiang Province as an example,the exploratory factor analysis method is used to analyze the entrepreneurial motivation of rural tourism operators,which not only expands the research results in the field of push and pull entrepreneurial motivation,but also provides theoretical basis and feasible suggestions for the entrepreneurial development of rural tourism.