数字素养对乡村居民旅游创业意向的影响机制OA

The rapid global rise of digital technology has profoundly reshaped traditional rural tourism entrepreneurship models.Against the backdrop of China's Rural Revitalization Strategy and Digital Rural Development Strategy,enhancing the digital literacy of rural residents is a crucial measure to seize new opportunities in rural tourism entrepreneurship.Based on the Theory of Planned Behavior(TPB)and the context of rural tourism entrepreneurship,this study explores the impact mechanism of rural residents' digital literacy on their tourism entrepreneurial intentions,and analyzes the mediating roles of behavioral attitudes,subjective norms,and perceived behavioral control.A total of 10 research hypotheses are proposed.Questionnaire survey of 347 residents from seven rural tourism destinations in Kunming,Yunnan Province,structural equation modeling(SEM)and Bootstrap mediation effect testing methods are employed for empirical analysis.The study finds:1)Digital literacy exerts a direct positive impact on rural residents' behavioral attitudes and subjective norms in tourism entrepreneurship.2)Rural residents' behavioral attitudes,subjective norms,and perceived behavioral control directly and positively impact their tourism entrepreneurial intentions,with perceived behavioral control being the most significant factor.3)Digital literacy indirectly influences rural residents' tourism entrepreneurial intentions through behavioral attitudes and subjective norms.4)The impact of digital literacy on behavioral attitudes shows significant differences between men and women,with the effect being significantly weaker for women than for men.This study incorporates digital literacy as an antecedent variable into the TPB theoretical framework,expanding the boundaries of theoretical interpretation.It reveals a dual-path influence mechanism of"technological capability-psychological cognition"on rural residents' tourism entrepreneurial intentions in the context of digital rural construction,providing insights into enhancing the rural residents' digital literacy to promote their tourism entrepreneurial intentions.