Author(s)

Xingping Cao, Yingqi Yang

Corresponding Author

Xingping Cao

Abstract

This study selected Mingyue village, Pujiang county, Chengdu city, Sichuan province, as the case of China rural tourism maker demonstration base. Based on the qualitative analysis of grounded theory, the entrepreneurial motivation mechanism of rural tourism makers in Mingyue village was studied. The research shows that the willingness of local conversion is the key factor to guide makers to choose Mingyue village for rural tourism entrepreneurship. Rural tourism attractions and supporting facilities are important external stimulus conditions, and nostalgia plot and the realization of self-value are internal driving forces. Through the intermediary effect of entrepreneurial opportunities, social networks and policy guidance, the willingness of local conversion will ultimately promote rural tourism makers to make business format and entrepreneurial environment decisions.

Keywords

Mingyue village, Rural tourism, Rural makers, Local conversion, Grounded theory