Rural revitalization of Xiamei: The development experiences of integrating tea tourism with ancient village preservation

Abstract

Rural revitalization is an important way of addressing sustainability. In recent years, the problems of dual urban-rural structures and rural ‘hollowing-out’ have become prominent. Driven by the strategic planning of rural revitalization, different development modes have emerged in China. However, more research is needed on their actual performance and wider impact on rural revitalization. Through the case of Xiamei in China with in-depth interviews, fieldwork, and participatory observation, this paper explores how tea tourism could revitalize an ancient village. It shows that sense of place, key leadership, and the participation of local talent have shaped its local culture and industrial characteristics. The spatial types of the old-new mixture, including'a workshop behind the house’ and ‘a shop in front of the house’, play a crucial role in the development mode. The media and Internet marketing have a far-reaching impact on the tea-culture economy and tourism. The cultural landscape-oriented rural revitalization promotes Xiamei as a society with improvements to local value, identity, and livelihoods.