Role-shaping of rural tourism entrepreneurs and an interpretative framework: A knowledge transfer perspective

Abstract

Examining rural tourism entrepreneurs can provide key insights into the infusion of human capital in the rapid processes of local upgrading and transformation. Utilizing non-participatory observation and 67 in-depth interviews, this study situates the role-shaping process of rural tourism entrepreneurs within a rural village in Fujian Province, China, into the theoretical framework of knowledge transfer. The findings show that the role-shaping of these individuals follows a three-stage model, evolving from “gambler” to “moderatist” to “conformist” as the tourism environment matures. We conclude that the role-shaping and transformation process of rural tourism entrepreneurs depends on knowledge transfer and overflow, guided by the internal mechanism of “environmental conditions–knowledge transfer–role-shaping.” The study provides stage-by-stage management guidance for attracting capital from rural tourism entrepreneurs while helping them to mitigate the associated investment risks.