Abstract: Under the background of rural revitalization, the traditional urban-rural population movement pattern has changed. Under the influence of the reverse thrust of urban integration barriers, the pulling force formed by of rural development and other related factors, returning home to start a business has become a rational choice based on economy and emotion, and has gradually developed into a new trend of population flow. However, the process of returning home to start a business has not been smooth sailing. Various practical factors make entrepreneurship in trouble. The qualitative research of young entrepreneurs returning home in the context of rural revitalization finds that entrepreneurial process of rural youth is full of thorns and challenges due to the dual influence of external factors and personal factors. Only when the government guides and supports them at the macro and micro levels, can we realize the healthy operation of the rural youth entrepreneurship system, and further promote the realization of rural revitalization.

Key words: rural revitalization, youth, returning home to start a business, behavioral logic, dilemma, countermeasures