From fear to fortitude: enhancing small and medium-sized tourism entrepreneurs’ motivation against external adversities

This research examines how various external environments influence the motivation of small and medium-sized enterprises (SMEs) in the tourism sector. In particular, this study explores the moderating role of entrepreneurial fear given the lack of emotion studies in SME literature. Using data from 2,222 observations across 47 countries, the study identifies three external environments that can encourage SME to make a difference, maintain family tradition, and make a living motivation. Additionally, it finds that fear of failure affects the link between environments and the motivation to make a living. The paper discusses both theoretical and practical implications of these findings.