Capital mobilization: strategies for integrating migrant tourism entrepreneurs in rural regions

Representing a kind of reverse migration, entrepreneurs in countries like China are increasingly moving from urban to rural areas and establishing businesses to meet growing demand for ethnic tourism in rural communities. The integration of migrant tourism entrepreneurs (MTEs) into these communities is crucial for both the viability of their businesses and the sustainable development of these destinations. However, despite some research on the influencing factors, dimensions and degree of local integration for tourism migrants, tourism studies have neglected the entrepreneurial complexities and processes of MTE integration. Drawing on capital theory, this study addresses these gaps by proposing a framework for assessing the integration of MTEs in rural areas. Based on data from recent field work in Guizhou, China (between 2021 and 2023), and building on a 10-year ethnographic study in the region, findings reveal that MTEs and their businesses undergo four types of capital mobilization while interacting with village residents, businesses, and institutional dynamics like local rules. These include capital matching, consumption, accumulation, and reproduction. With implications for ethnic tourism theory and practice, MTEs strive and sometimes sacrifice to build trust among community members, thereby contributing to the success of their enterprises. Additionally, local communities can set standards for MTEs, which may prevent exploitation and enhance economic sustainability.