Site entrepreneurship: desolation to destination

In this paper, we develop a concept of “site entrepreneurship.” Distinct from other forms of entrepreneurship, site entrepreneurship is the transformation of remote desolate sites with low commercial value into profitable destinations. The primary theory used to explain how entrepreneurs draw customers to remote locations is the regulatory engagement theory. The primary driver in our concept is the entrepreneur with a vision of what a remote site could be as well as the entrepreneurial passion and hustle to pursue and develop the idea. The phenomenon that we are interested in is how popular destinations in remote areas are designed, developed, and sustained. The primary causes of mechanisms underlying relationships in our concept are (1) the entrepreneur’s vision, passion, and hustle in establishing customer, human capital, and supplier flows to the destination and (2) the mediators in our concept of legitimation, logistics, and transportation, experience design, and sequence effects that enable destination development. Using examples from actual site entrepreneurs, we delineate how these entrepreneurs transform desolate sites into destinations, provide the key aspects involved in the projects, explain the vital role logistics and transportation play in such development, and emphasize the importance of experience design and promotion in attracting customers to remote locations. We conclude the paper with suggestions for future research to expand and apply the concept.