Exploring the Perceptions of College Students Returning Hometown to Start Businesses: Challenges and Suggestions

In the past three years, the number of college graduates has increased, and the employment situation is grim. The entrepreneurship of returning hometown college students has become a solution to alleviate the employment problem. At the same time, college students returning hometown to start businesses can also empower the manpower and technology needed for rural revitalization, which can be described as killing two birds with one stone. The purpose of this paper is to explore the problems of college students' perception of returning hometown to start a business, and put forward relevant suggestions. This study obtained data through interviewing 14 applied university students. The results of text analysis show that the entrepreneurial issues perceived by respondents cover market supply and demand, policy, capital and technology, etc., and the awareness and perception of entrepreneurship are relatively weak. Finally, the research suggests that policy-making units should be combined with the actual situation, closely contact with schools or relevant management personnel, and strengthen the policy publicity of college students returning hometown to start businesses. Secondly, when designing the entrepreneurship course, the universities should consider the course activities and cases from the two aspects of the course design in combination with the students' learning situation and the actual market situation. Moreover, in terms of entrepreneurship education and entrepreneurial activities, universities can consider introducing relevant measures to set up incubators to encourage students to start businesses or join school-enterprise cooperation.