The influence of allocentrism on residents’ sustainable entrepreneurial intentions in collectivist rural tourism destinations – a perspective from face and guanxi
研究整合社会认同与社会嵌入理论，探讨集体主义乡村旅游目的地中居民他人导向如何通过面子与关系影响其可持续创业意向，发现追求面子和强化关系能促进可持续创业。
Given the dual research gap between the topic of sustainable entrepreneurship in tourism and non-Western cultural contexts, this study integrates social identity and social embeddedness theories and introduces the concepts of face and guanxi to discuss the influence of residents’ allocentrism on their sustainable entrepreneurial intentions (SEI) in collectivist rural tourism destinations. The study adopted a dominant-sequential mixed research design. The study finds that residents’ allocentrism can directly influence or indirectly stimulate SEI by enhancing their desire to gain face and reinforcing guanxi. Residents desiring to pursue face are more willing to engage in sustainable entrepreneurship. Residents with stronger guanxi are more confident in overcoming the additional risks associated with maintaining entrepreneurial sustainability. This study suggests that the entrepreneurial process does not have to be a highly individualistic pursuit, and collectivist cultural values play a critical role in entrepreneurial decision-making processes regarding sustainability.