Impacts of goal attainment on rural tourism entrepreneurs’ subjective well-being: The perspective of intergenerational differences

With the quietly emerging of second generation of rural tourism entrepreneurs, there are intergenerational differences in their formation process of well-being. However, research has remained largely silent on this topic. This study examines the relationships between goal attainment and subjective well-being from an intergenerational perspective. The results show that goal attainment influences subjective well-being in both the first and second generation, mediated by job embeddedness; subjective social status has a significant effect on the subjective well-being in the first generation, but not in the second. ‘Generation’ moderates the relationship between goal attainment and subjective social status, as well as subjective social status and subjective well-being. The findings shed light on the influential character of tourism on the well-being of practitioners across different generations.