Objective/Meaning  The model of family endowment and market characteristics affecting farmers’ willingness to start a business in tourism was constructed and empirically analyzed, so as to provide reference for the sustainability of farmers’ tourism entrepreneurial behavior and the scientific management of relevant departments.

  Methods/Procedures  Based on the analysis of the current situation of farmers’ tourism entrepreneurship in southern Jiangxi, the Logistic regression analysis method was used to empirically analyze the relationship between family endowment, subjective cognition of market characteristics and farmers’ willingness to tourism entrepreneurship.

  Results/Conclusions  The results showed that the internal and external factors such as farmers’ tourism entrepreneurial endowments and subjective cognitive ability of market characteristics had significant statistical impacts on farmers’ tourism entrepreneurial intention. Based on this, this study suggested that farmers could make full use of social relationship resources to enhance and accumulate entrepreneurial skills and experience and even the overall knowledge reserves from both individual and family perspectives. The government departments should start from the shortcomings of farmers’ entrepreneurial development, formulate relevant policies, and provide precise assistance and support to farmers’ tourism entrepreneurial activities, so as to create a good entrepreneurial environment for farmers and promote the tourism space justice.