Abstract
There is a significant relationship between social capital, functional competences and social identity which forms the environment of rural tourism. This complexity was studied using the PLS-SEM approach, applying the initial corrected bias method based on direct questionnaire surveys among rural tourism entrepreneurs in Tunisia. The results of the bias-corrected primer model revealed that the entrepreneur’s social identity mediated the link between social capital and functional competencies. Managerially, social capital supports rural lodge entrepreneurs in the process of defining their marketing strategy and optimizing the different components of their marketing mix, focusing on the differentiation of their products and services. A strong link within the entrepreneur’s social capital network will encourage them to strengthen their social identity, leading to the enhancement of their different functional competencies.
Highlights
This study examined the relationship between social capital, social identity and functional competencies in the context of agritourism in Tunisia
This relationship was moderated by social identity, which is why there was a significant relationship between social capital and social identity as well as between identity and functional competences
We were able to collect pieces of information from relatively experienced entrepreneurs. This age characteristics of the sample were in line with the international trends: the typical age of start-up entrepreneurs is between 25 and 40 years of age in the US and Canada at the time of the start-up [38]
Summary
The objective of this article was to provide insight into the effects of social identity on the development of the relationship between social capital and the functional competencies of an entrepreneur
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