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Knowledge in entrepreneurial intentions toward rural tourism of higher education students: The moderating role of tourism major
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DOI：10.1016/j.jik.2026.101118.png)
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Abstract
En 中文
This study applies the theory of planned behavior (TPB) to examine the formation of entrepreneurial intentions in rural tourism among higher education students, with a particular focus on the role of domain-specific educational background. Using survey data from 498 final-year students at three Chinese universities and structural equation modeling, the results show that entrepreneurial attitude, perceived behavioral control, and subjective norms significantly influence entrepreneurial intention toward rural tourism.
Keywords:
Entrepreneurial intention
Rural tourism
Theory of planned behavior
Entrepreneurial attitude
Perceived entrepreneurial behavioral control
Entrepreneurial subjective norms
tourism major
A22
C52
C83
J21
Z32
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