In the context of rural tourism in China, a theoretical model involving entrepreneurial environment, entrepreneurial learning and opportunity identification are built. In addition, this model is conducted by an empirical study on the small tourism enterprises in Yuanjiacun. The results show that the entrepreneurial environment and entrepreneurial learning of small enterprises in rural tourism have significant positive impacts on opportunity recognition; the advanced entrepreneurial environment and rich entrepreneurial learning experience promote opportunity recognition. Furthermore, entrepreneurial learning plays a partial intermediary role between entrepreneurial environment and opportunity identification, that is, entrepreneurial environment not only has significant direct effects on opportunity identification, but also has indirect effects on opportunity identification through entrepreneurial learning. Based on the inspiration of small tourism enterprises in Yuanjiacun, suggestions about how to optimize the rural tourism entrepreneurial environment and expand the entrepreneurial learning channels for small enterprises are proposed.

small enterprises in rural tourism; entrepreneurial environment; entrepreneurial learning; opportunity recognition