​Rural Social Service Model for College Students Returning Hometowns: A Case Study of Guangzhou University Town Volunteer Association

Rural Social Service Model for College Students Returning Hometowns: A Case

Study of Guangzhou University Town Volunteer Association

Li Zhiyi¹ Zhang Yiling¹Liao Yinming¹

(1.School of Management, Guangzhou University,Guangzhou Guangdong,510006)

Abstract: Against the backdrop of rural revitalization and Guangdong's "Hundreds, Thousands, and Ten Thousands" Project, the Volunteer Association of Guangzhou University City launched the"Migratory Bird Plan," leveraging policy support, rural service gaps, and college students'holiday-based spatial mobility. Using a qualitative single-case study integrating human-centered andsocial entrepreneurship perspectives, this study examines the Plan's opportunity identification,dual-dimensional mechanism, and social effects.Findings show that opportunity identification arisesfrom the triple synergy of policy, rural needs, and student characteristics, leading to the "MigratoryBird Youth" concept. The Plan operates through a horizontal process (project initiation  recruitment & training  execution  feedback) and a vertical mechanism at three levels: individual (identityreconstruction and capability enhancement), organizational (transformation into a resource integration platform), and societal(cultural heritage,community bonding, and endogenous rural development). This study extends human-centered entrepreneurship to volunteer services, refines social entrepreneurship theory in mobile service contexts, and provides a reference for similar platforms.Limitations include limited quantitative data and insufficient coverage in northem Guangdong.

Keywords: Migratory Bird Plan; social effects; human-centered entrepreneurship;social entrepreneurship; dual-dimensional mechanism; trend-based entrepreneurial opportunity

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