How Social Cognitive Factors Influence Rural Tourism Entrepreneurial Intention
A Moderated Mediation Model
Bibliographic Data
| ID | 19469844 |
|---|---|
| Authors | Haiqin Yao (0000-0001-6121-9864, International School of Cultural Tourism, Hangzhou City University Hangzhou China), Yu Li (0000-0002-0964-6399, School of Tourism and Leisure Management, Shanghai Institute of Tourism Shanghai China, corresponding author), Pingping Hou (0009-0009-9668-9650, International School of Cultural Tourism, Hangzhou City University Hangzhou China), Zhengyu Fan (0009-0006-4971-5615, School of Information Science and Engineering Zhejiang Sci‐Tech University Hangzhou China), Lili Qian (0000-0003-0546-1458, International School of Cultural Tourism, Hangzhou City University Hangzhou China) |
| Year | 2026 |
| Volume | 28 |
| Issue | 3 |
| Publication date | 2026-05-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Tourism Research (JOURNAL) |
| Journal identifiers | ISSN: 1099-2340 • E-ISSN: 1522-1970 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/jtr.70370 |
| OpenAlex | W7164532726 |
| Language | EN |
| References cited | 83 |
We developed and tested an integrated social cognitive theory–entrepreneurial event model ( SCT – EEM ) framework to explain rural tourism entrepreneurial intentions in a sample of 472 final‐year tourism and hospitality undergraduates in rural Zhejiang Province, China. Using partial least squares structural equation modeling ( PLS – SEM ) and data from field surveys (April–May 2024), we found that perceived policy support exerts a direct effect ( β = 0.130, p = 0.011). Individual ambidexterity and parents' socioeconomic status indirectly influenced intentions through perceived desirability and perceived feasibility. Importantly, students' place of origin and rural tourism work experience significantly moderated these cognitive–intention relationships (e.g., effect of feasibility on intention: β = 0.469 for rural‐origin vs. β = 0.094 for urban‐origin students, p = 0.004). This study advances SCT – EEM integration by introducing individual ambidexterity as a novel antecedent and demonstrating how geographic embeddedness shapes rural tourism entrepreneurship among undergraduates
Embeddedness · Entrepreneurship · Hospitality · Mediation · Moderated mediation · Rural tourism · Structural equation modeling · Tourism · Diverse Aspects of Tourism Research · Entrepreneurship Studies and Influences · Hospitality and Tourism Education
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| Highly cited | No |
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