How does social entrepreneurship achieve sustainable development goals in rural tourism destinations? The role of legitimacy and social capital

Rural tourism has emerged as a pivotal catalyst for local economic development, particularly in emerging economies. However, sustainable rural tourism development should not solely prioritize economic outcomes but also emphasize social values. Social entrepreneurship underscores both economic and social values, presenting a viable approach to attaining sustainable development goals (SDGs) in rural areas. This study introduces the concepts of legitimacy and social capital to examine how social entrepreneurship achieves SDGs in rural tourism destinations using a case study of Mingyue village in China. The findings suggest that social enterprises establish their legitimacy by effectively navigating institutional complexity while also fostering social capital at the community level, which ultimately facilitates the transition of the community from “low legitimacy-low social capital” to “high legitimacy-high social capital.” Throughout this process, social entrepreneurship promotes individual empowerment and enhances collective efficacy, thereby contributing to achieving SDGs. In essence, this paper constructs a theoretical framework illustrating how social entrepreneurship achieves SDGs while providing valuable insights into exploring the sustainable development of rural tourism driven by such entrepreneurial endeavors.