Rural revitalization and individual's returning hometown:A study of post-2000 college students' willingness to start a business back to their hometowns
Based on the perspective of individualization theory and the method of case study,this paper explores the generation and expression of the willingness of post-2000 college students to return to their hometowns to start their own businesses. It is found that post-2000 college students gradually form their willingness to return to their hometowns and have specific expression patterns in the complex interaction with environmental variables. College students who return hometowns can respond directly and indirectly to the strategy of rural revitalization,and have the initial intention of returning hometown based on rational weighing and mission responsibility. Their confidence in returning hometown is shaped by higher education,and they hold different embedding expectations for different circles,and they have the choice of new farmers' entrepreneurship with a de-traditionalization of the industry tendency. The government should strengthen the policy construction and policy substantial delivery,and collaborate with families,villages and communities,and colleges to become important supporters and companions on the way of post-2000 college students' return villages to start their entrepreneurship.
rural revitalizationpost-2000 college studentsreturning to rural areas to start a businessindividualization theory
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