How to Achieve High-Performance Rural Guesthouse Entrepreneurship—Mechanism Study of Place Identity and Entrepreneurial Self-Efficacy

Abstract: Under the strategy of rural revitalization, it is urgent to analyze the performance mechanism of rural guesthouse entrepreneurship. This paper has constructed a theoretical model of the relationship among place identity, entrepreneurial self-efficacy and entrepreneurial performance of rural guesthouses, collected 355 sample data of guesthouse entrepreneurship in Beijing, and used Mplus software to empirically verify the theoretical model through path analysis and mediation effect test. The results show that place identity has a positive effect on guesthouse entrepreneurial performance, which is significantly and positively influenced by entrepreneurial self-efficacy. Entrepreneurial self-efficacy plays a partial mediating role in the relationship between place identity and entrepreneurial performance. This study has provided a theoretical basis for improving the entrepreneurial performance of guesthouses against the backdrop of rural revitalization, with certain practical significance for management.