创业资源禀赋对大学生乡村旅游创业意向的影响——一个有调节的中介效应模型

doi:10.12054/lydk.bisu.299

旅游导刊 ›› 2025, Vol. 9 ›› Issue (5): 72-97.DOI: 10.12054/lydk.bisu.299

创业资源禀赋对大学生乡村旅游创业意向的影响——一个有调节的中介效应模型

姚海琴¹, 侯平平¹(), 陈勇², 钱莉莉¹, 张卉¹

1.浙大城市学院国际文化旅游学院浙江杭州 310015
2.浙大城市学院商学院浙江杭州 310015

收稿日期:2025-03-07 修回日期:2025-06-10 出版日期:2025-10-30 发布日期:2025-11-25
通讯作者: 侯平平（1989— ），女，安徽阜阳人，博士，浙大城市学院讲师，研究方向为旅游企业管理， E-mail：742373530@qq.com。
作者简介:姚海琴（1978— ），女，浙江德清人，博士，浙大城市学院副教授，研究方向为乡村旅游、旅游创业；
陈勇（1976— ），男，浙江诸暨人，博士，浙大城市学院教授，研究方向为创意创业管理；
钱莉莉（1985— ），女，浙江杭州人，博士，浙大城市学院副教授，研究方向为旅游管理；
张卉（1993— ），女，安徽宣城人，博士，浙大城市学院讲师，研究方向为旅游创业。
基金资助:
本文系2025年浙大城市学院城市发展与战略研究院专项课题“代际传承背景下家庭型乡村旅游二次创业的机制与效应研究”(C-202414);2021年浙江省教育科学规划重点课题“线上社交网络、网络社交行为对大学生就业能力影响激励研究”(2021SB097);2024年国家自然科学基金青年项目“工作度假者的创意迁徙、地方嵌入及区域共创机制研究”(42401267)

Impact of Entrepreneurial Resource Endowment on University Students’ Entrepreneurial Intention in Rural Tourism: A Model of Moderating Mediation

YAO Haiqin¹, HOU Pingping¹(), CHEN Yong², QIAN Lili¹, ZHANG Hui¹

1. International School of Cultural Tourism, Hangzhou City University, Hangzhou 310015, China
2. School of Business, Hangzhou City University, Hangzhou 310015, China

Received:2025-03-07 Revised:2025-06-10 Online:2025-10-30 Published:2025-11-25

摘要/Abstract

摘要：

乡村旅游是实践乡村振兴的重要举措，大学生投身乡村旅游创业有利于壮大乡村人才队伍，提升乡村旅游产业水平，加快农村现代化建设。本研究基于创业资源禀赋理论，以父母社会经济地位为调节变量，乡村旅游创业自我效能为中介变量，构建大学生创业资源禀赋与乡村旅游创业意向关系模型，研究发现，家庭支持、心理资本对大学生乡村旅游创业意向具有正向影响作用，乡村旅游创业自我效能在家庭支持与乡村旅游创业意向之间以及心理资本与乡村旅游创业意向之间起部分中介作用，父母社会经济地位能够正向调节大学生乡村旅游创业自我效能的中介作用。

关键词: 乡村旅游; 创业意向; 家庭支持; 心理资本; 父母社会经济地位

Abstract:

Rural tourism is an important way to realize rural revitalization. University students starting businesses in rural tourism promote industry development and rural revitalization. Based on the theory of entrepreneurial resource endowment, parents’socio-economic status is considered a moderator and entrepreneurial self-efficacy toward rural tourism is considered a mediator in this study to construct a relationship model between university students’resource endowment and entrepreneurial intention in rural tourism. A questionnaire survey on university students provided 321 valid responses for data analysis. Structural equation modeling revealed that family support and psychological capital for entrepreneurship in rural tourism are positively related to entrepreneurial intention in rural tourism. Entrepreneurial self-efficacy of rural tourism was found to mediate the relationship between (a) family support for entrepreneurship in rural tourism and entrepreneurial intention in rural tourism, and (b) psychological capital for entrepreneurship in rural tourism and entrepreneurial intention in rural tourism. Parents’ socio-economic status was found to modulate the mediation of entrepreneurial self-efficacy of rural tourism on the relationship between family support and entrepreneurial intention in rural tourism and psychological capital and entrepreneurial intention in rural tourism.

Keywords: rural tourism; entrepreneurial intention; family support; psychological capital; parents’ socio-economic status

中图分类号:

姚海琴, 侯平平, 陈勇, 钱莉莉, 张卉. 创业资源禀赋对大学生乡村旅游创业意向的影响——一个有调节的中介效应模型[J]. 旅游导刊, 2025, 9(5): 72-97.

YAO Haiqin, HOU Pingping, CHEN Yong, QIAN Lili, ZHANG Hui. Impact of Entrepreneurial Resource Endowment on University Students’ Entrepreneurial Intention in Rural Tourism: A Model of Moderating Mediation[J]. Tourism and Hospitality Prospects, 2025, 9(5): 72-97.

图/表 11

参考文献 67

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变量与题项 Variables and items	均值 Mean	β	CR	α	AVE
乡村旅游创业意向（EI） Entrepreneurial intention to rural tourism			0.891	0.891	0.578
本人的职业目标是进行乡村旅游创业	3.64	0.827
乐意做任何事情以开展乡村旅游创业	3.56	0.759
决定将来创办一家自己的乡村旅游企业	3.64	0.754
将尽力创办和运营自己的乡村旅游企业	3.71	0.713
已经认真地考虑了要创办乡村旅游企业	3.57	0.733
有坚定的意向将来会创办乡村旅游企业	3.64	0.772
乡村旅游创业自我效能（ESE） Entrepreneurial self-efficacy toward rural tourism			0.889	0.889	0.667
本人有信心，如果在乡村旅游创业将会取得成功	3.30	0.855
创办乡村旅游企业对本人来说将是一件容易的事	3.38	0.804
创办乡村旅游企业是充分利用所学知识的最佳途径	3.37	0.810
本人拥有成为乡村旅游成功企业家所需的技能	3.32	0.797
乡村旅游创业家庭支持（FS） Family support for entrepreneurship in rural tourism			0.808	0.808	0.514
如果乡村旅游创业，父母能提供情感鼓励与支持	3.40	0.729
如果乡村旅游创业遇到困难，父母能够提供建议	3.45	0.739
如果乡村旅游创业，父母能提供经济上的支持	3.43	0.724
如果乡村旅游创业，父母会提供有效的社会资源	3.51	0.673
乡村旅游创业心理资本（PC） Psychological capital for entrepreneurship in rural tourism			0.920	0.918	0.741
在乡村旅游创业过程中遇到挑战性工作时，本人有信心能通过自己的努力获得成功	3.49	0.892
若开展乡村旅游创业活动本人定能获得成功	3.46	0.845
本人把乡村旅游创业作为目标，为了经营成功能根据目标调整做事的方式和方法	3.40	0.872
在乡村旅游创业过程中若遇到多样化任务和困难时，本人能成功克服	3.36	0.834

变量与题项 Variables and items	均值 Mean	β	CR	α	AVE
乡村旅游创业意向（EI） Entrepreneurial intention to rural tourism			0.891	0.891	0.578
本人的职业目标是进行乡村旅游创业	3.64	0.827
乐意做任何事情以开展乡村旅游创业	3.56	0.759
决定将来创办一家自己的乡村旅游企业	3.64	0.754
将尽力创办和运营自己的乡村旅游企业	3.71	0.713
已经认真地考虑了要创办乡村旅游企业	3.57	0.733
有坚定的意向将来会创办乡村旅游企业	3.64	0.772
乡村旅游创业自我效能（ESE） Entrepreneurial self-efficacy toward rural tourism			0.889	0.889	0.667
本人有信心，如果在乡村旅游创业将会取得成功	3.30	0.855
创办乡村旅游企业对本人来说将是一件容易的事	3.38	0.804
创办乡村旅游企业是充分利用所学知识的最佳途径	3.37	0.810
本人拥有成为乡村旅游成功企业家所需的技能	3.32	0.797
乡村旅游创业家庭支持（FS） Family support for entrepreneurship in rural tourism			0.808	0.808	0.514
如果乡村旅游创业，父母能提供情感鼓励与支持	3.40	0.729
如果乡村旅游创业遇到困难，父母能够提供建议	3.45	0.739
如果乡村旅游创业，父母能提供经济上的支持	3.43	0.724
如果乡村旅游创业，父母会提供有效的社会资源	3.51	0.673
乡村旅游创业心理资本（PC） Psychological capital for entrepreneurship in rural tourism			0.920	0.918	0.741
在乡村旅游创业过程中遇到挑战性工作时，本人有信心能通过自己的努力获得成功	3.49	0.892
若开展乡村旅游创业活动本人定能获得成功	3.46	0.845
本人把乡村旅游创业作为目标，为了经营成功能根据目标调整做事的方式和方法	3.40	0.872
在乡村旅游创业过程中若遇到多样化任务和困难时，本人能成功克服	3.36	0.834

	FS	PC	ESE	EI
乡村旅游创业家庭支持（FS）	0.717
乡村旅游创业心理资本（PC）	0.290**	0.861
乡村旅游创业自我效能（ESE）	0.480**	0.439**	0.817
乡村旅游创业意向（EI）	0.583**	0.394**	0.497**	0.761
均值	3.4502	3.4268	3.3442	3.6262
标准差	0.9854	0.9606	1.1367	1.0144

	FS	PC	ESE	EI
乡村旅游创业家庭支持（FS）	0.717
乡村旅游创业心理资本（PC）	0.290**	0.861
乡村旅游创业自我效能（ESE）	0.480**	0.439**	0.817
乡村旅游创业意向（EI）	0.583**	0.394**	0.497**	0.761
均值	3.4502	3.4268	3.3442	3.6262
标准差	0.9854	0.9606	1.1367	1.0144

假设路径 Assuming path	β	CR	p	结果 Result
H₁：乡村旅游创业家庭支持→乡村旅游创业意向	0.429***	6.125	0.000	通过
H₂：乡村旅游创业心理资本→乡村旅游创业意向	0.175**	3.032	0.002	通过
H₃：乡村旅游创业家庭支持→乡村旅游创业自我效能	0.385***	5.923	0.000	通过
H₄：乡村旅游创业心理资本→乡村旅游创业自我效能	0.327***	5.637	0.000	通过
H₅：乡村旅游创业自我效能→乡村旅游创业意向	0.215**	3.224	0.001	通过

创业资源禀赋对大学生乡村旅游创业意向的影响——一个有调节的中介效应模型

Impact of Entrepreneurial Resource Endowment on University Students’ Entrepreneurial Intention in Rural Tourism: A Model of Moderating Mediation

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Metrics

回归路径 Regression path	效应类型 Effect type	效应量 Effect size	SE	95%上限	95%下限	p	相对效应值 Relative effect
FS→ESE→EI	中介效应	0.078	0.028	0.034	0.147	0.001	23.21%
	直接效应	0.258	0.061	0.146	0.387	0.001	76.79%
	总效应	0.336	0.060	0.228	0.465	0.000
PC→ESE→EI	中介效应	0.050	0.021	0.019	0.103	0.001	19.01%
	直接效应	0.212	0.063	0.089	0.339	0.001	80.99%
	总效应	0.263	0.060	0.148	0.384	0.000

变量 Variable	乡村旅游创业意向 Entrepreneurial intention to rural tourism
	模型1		模型2
	b	t	b	t
乡村旅游创业家庭支持	0.378	7.328***
乡村旅游创业心理资本			0.192	3.365***
乡村旅游创业自我效能	0.230	4.834***	0.300	5.959***
父母社会经济地位	0.084	2.762**	0.080	2.448*
乡村旅游创业自我效能×父母社会经济地位	0.063	2.603**	0.053	2.037*
R	0.584		0.506
R²	0.342		0.256
F	40.976***		27.225***

父母社会经济地位 Parents’ socioeconomic status	效应 Effect	BootSE	BootLLCI	BootULCI
低（M-1SD）	0.061	0.031	0.002	0.123
中（M）	0.109	0.027	0.058	0.166
高（M+1SD）	0.157	0.038	0.086	0.236
差异值	0.096	0.041	0.018	0.180

父母社会经济地位 Parents’ socioeconomic status	效应 Effect	BootSE	BootLLCI	BootULCI
低（M-1SD）	0.101	0.034	0.042	0.174
中（M）	0.141	0.032	0.084	0.208
高（M+1SD）	0.181	0.040	0.107	0.265
差异值	0.080	0.038	0.005	0.158

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