Research on the influence of digital penetration on the entrepreneurial behavior tendency of rural residents in tourism

Abstract

Based on the AMO theory framework, this study employs structural equation modeling to empirically analyze 226 questionnaires collected from three villages in Guizhou Province: Zhaoxing Dong Village, Xijiang Miao Village, and Basha Miao Village. The study investigates the influence of digital penetration on villagers' entrepreneurial behavior tendencies in tourism and specifically discusses the mediating effects of digital literacy, entrepreneurial passion, and social network relationships. The results indicate that (1) digital penetration has a direct positive impact on villagers' entrepreneurial behavior tendencies in tourism, and (2) digital literacy, entrepreneurial passion, and social network relationships serve as positive mediators in the relationship between digital penetration and villagers' entrepreneurial behavior tendencies in tourism, functioning as capability, motivation, and opportunity factors, respectively. Based on these findings, this study proposes an implementation path to stimulate villagers' entrepreneurial vitality in the context of digital rural strategies. Suggestions include improving rural basic network infrastructure, actively conducting skills training, inspiring villagers' entrepreneurial enthusiasm, and guiding them to establish social network relationships. The aim is to promote rural economic development, facilitate rural revitalization, and create employment opportunities through entrepreneurship.