Chien-Ching Chia, Research Assistant, Department of Bio-Industry Communication and Development, National Taiwan University, No. 1, Sec. 4, Roosevelt Road, Taipei, 10617, Taiwan, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it..
Chaoyun Liang, Professor, Department of Bio-Industry Communication and Development, National Taiwan University, No. 1, Sec. 4, Roosevelt Road, Taipei, 10617, Taiwan. e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it..

Abstract

Regional knowledge coordination and the systematic promotion of rural culture using a combination of ecological advantages and environmental education are emerging topics in discussions on entrepreneurship. Considering that both creativity and social capital are critical factors for developing touristic activities, this study investigated their influences on the entrepreneurial intentions of tourism students in a metropolitan area, with the objective of contributing towards talent development in touristic entrepreneurship. A survey was administered at one university in Taiwan, and 213 valid subjects were analysed. The results first revealed that tourism students’ creativity was divided into two dimensions, namely originality and usefulness; that social capital could be categorised as being either bridging or bonding; and that entrepreneurial intention was divided into conviction and preparation. The results indicated that tourism students with higher levels of creativity showed stronger entrepreneurial intentions. The usefulness of creativity had a stronger influence on entrepreneurial conviction than on entrepreneurial preparation. In addition, bridgingbased social capital had a significant influence on the entrepreneurial conviction of tourism students. The results of this study may serve as a reference for tourism administrators in the development of strategies for human resources management, particularly in personnel selection and training.