Strategy of Agritourism Entrepreneurship to Determine the Abilities of Entrepreneurs for Entrepreneurial Success in China
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Abstract
Agritourism entrepreneurship is an important measure to revitalize the rural economy, but the entrepreneurial success rate of agritourism entrepreneurs is generally low. How to succeed as an entrepreneur is a complex problem many rural agritourism entrepreneurs face. Therefore, based on the Entrepreneurial Process Theory, this study focuses on agritourism entrepreneurs in Sichuan, China. By collecting 794 valid sample data through a questionnaire survey, the study empirically examines the impact of recognition, resource acquisition, and networking ability on agritourism entrepreneurs' entrepreneurial success. The empirical analysis results show that 1) recognition ability, resource acquisition ability, and networking ability all have a significant positive impact on agritourism entrepreneurs' entrepreneurial success; 2) recognition ability and networking ability can effectively drive agritourism entrepreneurs to acquire resources; 3) a chain mediation effect exists between recognition ability, resource acquisition ability, networking ability, and agritourism entrepreneurial success. The study provides a new perspective on the paths and mechanisms influencing agritourism entrepreneurial success. It proposes measures such as improving entrepreneurial training systems, building communication platforms, and increasing support to enhance agritourism entrepreneurial success, which is of great practical significance.
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