Constructing a Sustainable Entrepreneurial Opportunity in Rural Tourism: A Case Study From China

ABSTRACT Rural tourism must balance economic, social and ecological benefits to achieve sustainable development. Sustainable entrepreneurship can provide a solution. However, few studies explore how to form sustainable entrepreneurship opportunities in rural tourism. Based on the opportunity construction perspective, this study explores the process of constructing sustainable entrepreneurship opportunities in rural tourism and the role of interaction between tourism enterprises and communities. The study found that the process will start with the tourism enterprise and the community each experiencing the opportunity conceptualization and initial opportunity objectification, and then agreeing on the development plan through consultation, negotiation and matching, implementing the development plan can achieve a balanced triple benefit finally. In addition, positive interactions between tourism enterprises and communities will influence the entire process. This study enriches the rural tourism and sustainable entrepreneurship literature and guides promoting sustainable rural tourism development.