Social networks, network interaction and resilience of B&Bs in rural China

Purpose This study aims to explore the social networks and network interactions of bed-and-breakfast (B&B) entrepreneurs in rural China. In addition, it evaluates how such network interactions relate to rural resilience. Design/methodology/approach In-depth interviews were performed in two locations: Ningbo and Dujiangyan, China. Purposive sampling was combined with snowball sampling to select interviewees. The 154 interviews involved 29 B&B owners and relevant social actors. All codes and data were analyzed using the discourse analysis framework. Findings The B&B owners’ social networks were identified based on strategic goals, revealing a business operation network, business development network and business citizenship network. Challenges in seeking financial support for rural B&Bs during the pandemic were specified along with network interactions. The institutional adaptation approach was used to evaluate network interaction in rural B&B business. It was argued that other networks would react based on primary network members’ goal compatibility and the effectiveness of the primary network in addressing obstacles. Practical implications This study indicates that the rural B&B entrepreneurs’ interactions with various networks could influence on business resilience, community resilience as well as rural resilience. Originality/value By combining the institutional adaptation typology with social network theory, this study generates a new typology of network interactions for rural B&Bs. The typology helps to explain how and why B&B entrepreneurs make decisions and provides a broader scope of social networks involved in these business operations.