Tourism is frequently proposed as a strategy to revitalize rural economies. The current mushroom¬ing of web platforms for the tourism sharing eco¬nomy affords rural microentrepreneurs opportu¬nities to capitalize on the growing demand for authentic experiences. However, these platforms may actually be widening the socio-economic gap between individuals across the digital and urban/ rural divides. In addition, the well-established urban culture of entrepreneurial mentorship is not taking hold in the rural areas, which direly need to attract and support nascent entrepreneurs. Farms are increasingly adopting tourism to diversify their business models, and Extension agents are trusted mentors par excellence of agribusiness entrepreneurs; therefore, this study explores the extent to which Extension agents feel able to address the mentoring needs of farm tourism microentrepre-neurs. We measured both tourism e-microentrepre¬neurial self-efficacy (TeMSE) among farmers and tourism e-microentrepreneurial mentoring self-efficacy (TeMMSE) of Extension agents. Results show that farmers have relatively low self-efficacy in the dimensions of e-marketing and marshalling resources, and that agents may be efficacious men¬tors in these dimensions. Farmers also show low self-efficacy in adapting to externalities; however, agents do not perceive themselves as efficacious mentors in this dimension. We conclude with a discussion of practical implications for train-the-trainer strategies to enable farm tourism micro¬entrepreneurship success.

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Research has highlighted the importance of diffusion processes for the emergence and spread of collective action, yet less attention has been paid to cases where diffusion fails to lead to successful campaigns. This article analyzes an instance of failed movement diffusion to explicate how proximate episodes of contention interact with domestic configurations of opportunity and threat. The authors draw on a failed human rights campaign in communist Romania. In the mid-1970s, several Eastern bloc nations signed international human rights covenants to improve international relations, unintentionally sparking dissident movements across the region. Activists in Romania sought to emulate Czechoslovakia’s dissident movement, Charter 77. But despite the success of its model, the Romanian campaign failed to materialize. This article analyzes the movement and finds that the failed diffusion resulted from a combination of limited structural opportunities at the domestic level, weak perceptions of collective efficacy, and the state’s use of flexible repression strategies.