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The impact of rural tourism entrepreneurs' hometown identity on entrepreneurial persistence

Year: 2025

Type: article

Abstract: Introduction: This study explores how hometown identity of rural tourism entrepreneurs affected entrepreneurial persistence. Methods: Data from 494 rural tourism entrepreneurs were collected using convenience sampling and analyzed using Amos and SPSS statistical software package via questionnaires distributed to three villages in Guizhou province, China. Result: The findings reveal that (1) rural tourism entrepreneurs' hometown identity positively affected their attitudes toward entrepreneurial persistence and indirectly influenced entrepreneurial persistence; (2) rural tourism entrepreneurs' hometown identity positively influenced perceived behavioral control and indirectly affected entrepreneurial persistence; (3) rural tourism entrepreneurs' hometown identity positively moderated the role of subjective norms on entrepreneurial persistence. Discussion: The findings from the present study indicated that rural tourism entrepreneurs' hometown identity can shape entrepreneurial persistence through numerous means. Authorities should emphasize the cultivation of a strong hometown identity among entrepreneurs when formulating and implementing destination-related policies to ensure the sustainable development of rural tourism.

Source: Frontiers in Psychology

DOI: 10.3389/fpsyg.2025.1513420

Author: Fuhua Xiang

Institution: Zhejiang University

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: gold

Estimated APC paid: $3,801