The Motivation Mechanism and Evolutionary Logic of Tourism Promoting Rural Revitalisation: Empirical Evidence from China

Abstract

It is difficult to ensure the sustainability of the practice of tourism promoting rural revitalisation, whether it is driven by a top-down exogenous power or a bottom-up endogenous power. Therefore, it is of great theoretical and practical significance to clarify the motivation mechanism and evolutionary logic of tourism promoting rural revitalisation. This paper first adopts a system theory research method to construct a model of the driving mechanism of tourism promoting rural revitalisation; then, it uses the Boston matrix model to construct an analysis matrix of the motivation mechanism of the promotion of rural revitalisation and uses this analysis matrix to explore the motivation mechanism and evolutionary logic of tourism promoting rural revitalisation under different development models. On this basis, the paper takes Yuanjia village (which lies in Liquan County, Shaanxi Province), a model village of tourism promoting rural revitalisation in China, as a typical case, and through the analysis of the practical process of tourism promoting rural revitalisation in this and the surrounding villages, it is verified that the logic and path of the evolution of the motivation mechanism from “exogenous power” to “endogenous power” is more suitable for the actual situation of tourism promoting rural revitalisation in China. The paper perhaps provides theoretical insights into and practical references for the practice of tourism promoting rural revitalisation in China and other developing countries in the world.