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.