ABSTRACT
This research attempts to identify the determinants and impacts of performance on small tourism entrepreneurs’ quality of life and tourism attitudes. Consistent three-year data were collected from 198, 191, and 194 small tourism entrepreneurs in Global Geopark Yuntai Mountain, China. The results found that either entrepreneur characteristics, including business skills, locus of control, autonomy, social relations, and autonomy, or enterprise characteristics, featuring innovation, management, and policy intervention, significantly contribute to entrepreneurial performance. The model also suggests that entrepreneurial performance significantly affects QOL rather than attitudes toward tourism. Implications can be applied for policymakers to promote tourism sustainability for destinations.
Acknowledgements
The authors appreciate particular thank Professor Jigang Bao and Monitoring Centre for UNWTO Sustainable Tourism Observatories for help in filed investigation and data collection.
Disclosure statement
No potential conflict of interest was reported by the author(s).