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| RESEARCH ON VILLAGE HOMESTAY OWNERS' ENTREPRENEURIAL MOTIVATION AND THE ACQUISITION UNDER THE PERSPECTIVE OF RURAL REVITALIZATION |
| XU Fei-fei1,2, HU Juan1, LIU Jing-yuan1, HAN Lei1, Li Xin-ru1 |
1. School of Humanities and Management, Southeast University, Nanjing 211189, China;
2. Centre for Ecotourism and Regional development, Southeast University, Nanjing 211189, China |
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Abstract The Rural Revitalization Strategy is important for building a great modern socialist country and developing village homestay is practically significant for implementing the Rural Revitalization Strategy. Thus, understanding village homestay owners' entrepreneurial motivation and the acquisition can theoretically and practically contribute to sustainable development of rural tourism and furthermore, propel the rural revitalization. The researchers conducted in-depth interviews with 25 civilian hosts in Jiangning district of Jiangsu province and Taishun county of Zhejiang province. The analysis of interview data showed that: 1) The entrepreneurial motivation of homestay owners includes economic motivation, emotional belongs, feelings, wellbeing, which is hierarchical and is consistent with Maslow's hierarchy of needs theory. 2) The acquisition of the host corresponds to the motivation, forming social status, spirituality, social relations, healthy life, learning and economic gains. 3) Different modes of homestay bear different combination modes of motivation and the acquisition. The extensive self-supporting model is comparatively underdeveloped, and most homestay owners start their businesses with economic motivation; The entrepreneurial feeling model is mostly related to the host's own life ideal and personal experience; 4) The different modes of homestay result from the sustainable livelihood cost decision of different groups. 5） There are some special groups among the homestay owners who have become the leaders of Rural Revitalization and the new socialist rural sages. Finally, practical implications on the healthy development of homestay are made according to the combination of motivation and acquisition of homestay owners.
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Received: 06 August 2021
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2023, Vol. 38 
