ABSTRACT The returning migrants are regarded as a key labor source for rural tourism entrepreneurship. However, entrepreneurial anxiety has emerged as a major obstacle. Thus, this research aims to answer: what makes entrepreneurial anxiety, how should it be measured, how does it affect entrepreneurial intentions, and how can its impact be mitigated? Thus, this study constructs and tests the four dimensions of RMEA including “face” anxiety, individual ability anxiety, external environment anxiety, and industrial vulnerability anxiety with 11 items. Further, it revealed the impact of RMEA on entrepreneurial intentions and proves the moderating roles of risk tolerance and trust in government.
Sun et al. (2026) studied this question.