Post-COVID-19 Family Micro-Business Resources and Agritourism Performance: A Two-Mediated Moderated Quantitative-Based Model with a PLS-SEM Data Analysis Method

The global spread of coronavirus (COVID-19) has had a devastating impact on thousands small businesses. Many businesspeople, especially those who own and run micro-businesses, have been hampered by the unprecedented scale lockdown social activities restrictions placed their freedom movement. reciprocity process between rural businesses residents is ultimately in interest improving agrotourism performance. Integrating non-zero-sum games theory exchange theory, this study aims to achieve following: (1) testing relationship family micro-businesses resources agritourism performance; (2) examining two mediating variables (resident–micro-business interaction support for development); (3) intervention one moderating variable (personal resident benefit) tested relationships. Dyads data was collected from 293 residents/family operators. Partial least squares-based structural equation modelling (PLS-SEM) with SmartPLS program employed analyze data. Family micro-business were found positive significant performance, moreover, resident–micro-business development partially mediate personal benefit significantly moderated interaction. Several implications academics policymakers elaborated. limitations further opportunities also discussed.