Market Rationality or Cultural Nostalgia? A Study on the Entrepreneurial Motives and Influencing Factors of Rural Homestay Owners in Chizhou City

DOI: https://doi.org/10.62517/jtm.202513503

Author(s)

Mengyuan Cheng

Affiliation(s)

School of Tourism and History Culture, ChiZhou University, Chizhou, Anhui, China

Abstract

The core of rural revitalization lies in industrial revitalization, and the key link of industrial revitalization is rural entrepreneurship. As an emerging business form under the background of rural revitalization, rural homestays have attracted a large number of entrepreneurs who go to or return to rural areas to engage in this field. This study takes rural homestay owners in Chizhou City as the research object, adopts a combination of in-depth interviews and field investigations, and explores the entrepreneurial motives and influencing factors of homestay owners from the dual perspectives of "market rationality" and "cultural nostalgia". The research finds that the entrepreneurial motives of homestay owners in Chizhou City can be divided into three types: market rationality - dominated type, cultural nostalgia - dominated type, and type with both rationality and social responsibility. Meanwhile, the key factors affecting the entrepreneurial decisions of homestay owners are extracted. Based on the research conclusions, countermeasures and suggestions to promote the high - quality development of homestays in Chizhou City are put forward from four dimensions: market, management, feelings, and marketing, providing practical references for standardizing the homestay market order and promoting the revitalization of rural industries.

Keywords

Market Rationality; Cultural Nostalgia; Rural Homestay Owners; Entrepreneurial Motives; Influencing Factors

References

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