Rural Tourism In China Research Articles

Does the digital economy promote "innovation and entrepreneurship" in rural tourism in China?

This paper focuses on the impact of the “Digital Economy” on rural entrepreneurship. Unlike previous literature, the perspective of this paper focuses on a specific industry—tourism—and identifies a new mediating mechanism by which the “Digital Economy” affects rural tourism entrepreneurship—the promotion of innovation. The paper further clarifies the fact that the “Rural Digital Economy Index,” which is a dimension of the Digital Economy Indicator System, is the key to the mechanism of action. Theoretically, first, through a literature review, this paper provides a rationale for the “Digital Economy” to promote innovation behavior by reducing the cost of innovation. Second, using a product matching model, this paper argues that a rural tourism market characterized by innovation can stimulate more entrepreneurship. Empirically, using a sample of 150 counties in the Yangtze River Delta region of China, this paper argues that the higher the digitalization index of a county’s rural economy, the more national model villages and towns this county has (all of which include product innovation in the selection criteria) and more tourism entrepreneurial activities. Econometric methods such as endogeneity, spatial econometric regression, and sensitivity analysis proved the findings robust. Our recommendation is that the Chinese government could focus on improving the innovation environment for rural residents in the future, so that entrepreneurial activities will be spontaneously stimulated by market mechanisms.

Dynamic Technical Performance Measurement in Rural Tourism

With the characteristic of low carbon emission and sustainability, the development of rural tourism becomes one of the key parts to achieve mutual carbon target in Chinese tourism industry. However, previous research on China's rural tourism has largely ignored the quantitative examination of rural tourism initiatives. This paper aims to quantify and measure the efficiency as well as efficiency variation of rural tourism in 25 provinces of China using data envelopment analysis (DEA) and Malmquist productivity index (MPI). The results reveal that the overall efficiency of rural tourism in China is still low, and there exists an obvious regional difference in rural tourism in China. The result not only identify the leading and following regions in Chinese rural tourism, but also reveal how their position in the group changes over time. This is valuable information for managers having to take strategic and tactical decisions to better achieve the low-carbon and sustainable development of China's tourism industry.

Influential factors in agrarian households' engagement in rural tourism development

To understand the most significant factors that influence agricultural households' decision whether or not to work in rural tourism in China, this study applies Elinor Ostrom's Institutional Analysis and Development (IAD) extension model. It also constructs a model of influence consisting of five key variables: land consolidation, market characteristics, institutional arrangements, farming household's understanding of tourism, and household information. Based on a binary logistic regression model, the results indicate that market characteristics and cognition have direct positive influences, and the source of household income has a negative influence, on farmers' willingness to be involved in providing tourism services. Results also indicate that there is no difference between farmers who work in tourism and those who do not in terms of risk assessment, but there are significant differences among other factors. Finally, some implications are provided to optimize rural tourism development.

Research on The Branding Development of Rural Tourism Destinations from The Perspective of Product Level

With the rapid development of rural tourism in China and the increasingly fierce competition in various places, the competition in the rural tourism market has expanded from the initial tourism resources to the competition of tourism products to the competition of tourism destination brands. According to the product hierarchy theory, what tourists get in rural tourism destinations is to include brand characteristics of rural tourism destinations. This paper takes the six villages in Kaihui Town, Changsha County as the research case, takes the product level as the theoretical basis, and obtains the brand development data of rural tourism destinations in the dimensions of customer perception experience value, characteristic cultural facilities, industrial creative products, tourist viewing experience activities, marketing service networks, etc., summarizes the practical characteristics, and proposes the development path: At the core level, it is necessary to cultivate brand differentiation development and enhance the perceived experience value of tourists; At the formal level, it is necessary to dig deep into the local characteristic culture and create a unique brand; At the additional level, it is necessary to expand brand communication channels and strengthen the quality of information services in rural tourism destinations.

Going somewhere or for someone? The Sense of Human Place Scale (SHPS) in Chinese rural tourism

Rural tourism in China entails intensive interpersonal interactions. This study aims to answer the question: “What is the sense of place pursued by rural tourists through their interactions?” The existing sense of place theories focus on the one-dimensional relationship between residents and their land. We update the knowledge regarding tourists' multidimensional sense of place, which involves locals and their environment. A Sense of Human Place Scale (SHPS) was developed. Study 1 explores four categories with 16 secondary dimensions for tourists' sense of human place (SHP) in rural tourism based on a two-step content analysis. In study 2, a SHPS with 15 items was compiled and its effectiveness was verified. Study 3 conducted a criterion validity test to analyze the impact of SHP on tourists’ rural tourism desire. We explain how rural tourism became an emotional compensation mechanism in modern society and provide references for tourism management in rural destinations. • The model of Sense of Human Place (SHP) in rural tourism was constructed. • The Sense of Human Place Scale (SHPS) with 4 dimensions and 16 items was developed. • This research established a three-dimensional model of “host-guest-place” under Chinese agricultural background. • This research analyzed and explained the impact of different SHP dimensions on tourism desire. • This research explored how rural tourists meet the psychological needs embedded in the cultural tradition through the SHP.

중국 농촌관광의 서비스품질과 감정적 서비스가치, 그리고 재방문의도에 관한 연구

This study empirically analyzed the effect of service quality of rural tourism on perceived emotional service value and revisit intention, focusing on rural tourism in China. Based on the results of empirical analysis, this study aims to suggest the future tourism strategies for rural tourism in China. A survey was conducted targeting 400 tourists who had experience in rural China tourism. We used statistical methods for analyzing the empirical data. The results show that the service quality of rural tourism has a positive (+) effect on the emotional service value. It was found that emotional service value had a positive (+) effect on revisit intention. It was found that the service quality of rural tourism had a positive (+) effect on the revisit intention.

Rural Tourism Resource Research Based on Multisensor and Geographic Information Big Data

With the continuous improvement of living standards, the rapid development of tourism, and increasing maturity of traveler behavior, tourism has become an essential part of people’s daily life. Also, in recent years, with the continued development of economic and global integration, coordinated development has become a global trend. After more than 30 years of development and exploration, rural tourism in China is increasingly diversified. The accelerated development of a new socialist countryside and the integrated development of urban and rural areas provide important options for urban residents to escape from their habitual environment and seek leisure, comfort, and relaxation. Meanwhile, rural tourism development is based on certain resources and has a great coupling relationship with China’s urban and rural development. As a result, rural tourism has long become a hot issue for academic research. However, with the continuous promotion of rural revitalization, rural tourism in China has presented some serious problems such as resource overdraft. These issues have caused serious harm to China’s rural tourism resources and cultural heritage. On this basis, it is necessary to view rural tourism development from the perspective of coordinated regional development. Specifically, rural tourism resources should be characterized through a method of character selection to sort out rural development paths. At the same time, the development of regional tourism linkages for villages with shared source markets, dense location distribution, and similar landscape resources can effectively avoid regional homogeneous competition, form complementary advantages, and achieve sustainable development of regional economy, culture, and society. In addition, with the continuous development of information technology and computer technology in recent years, the construction of digital countryside has been completed. In other words, the conditions are in place to establish a rural tourism resource information platform that combines tourism information database and geospatial framework. The establishment of rural tourism resources information system will meet the information requirements of tourists and tourism management departments and lay the foundation of information technology for the development of rural tourism. Therefore, this study combines multisensor and geographic information big data technology to explore rural tourism resources. After that, based on the analysis of the evaluation results, specific regional overall linkage development strategies are proposed in four aspects: coordinating regional resources, optimizing resource allocation, integrating spatial types, and establishing regional brands. This can provide an effective strategic support for the diversified development direction of rural tourism.

Study on the Impact of Rural Tourism Behavior Development on Ecological Environment in Zhejiang Province

With the progress of economy, people have more and more leisure time and higher income. More and more people choose rural tourism and experience rural life when they choose to travel. This paper takes Zhejiang rural tourism as an example, based on the theory of complex ecosystem and Butler’s theory of tourism destination life cycle. First of all, through literature research, find out the development status of rural tourism in China and elaborate its influencing factors and finally put forward targeted suggestions. Secondly, through on-the-spot investigation, taking the villages in Zhejiang Province as the investigation objects, the relevant information is obtained through questionnaire survey and other methods. Finally, according to the results of literature research and field survey, taking Guzhu village and Jiaxing City in Zhejiang Province as examples, the tourism data over the years show that rural tourism can promote employment, provide multiple jobs, and improve farmers’ income. The proportion of rural tourism income in local tourism income has increased year by year. This paper discusses the impact of the development of rural tourism behavior on the ecological environment in Zhejiang Province and tries to find the perfect combination point of the coordinated development of rural tourism and environment.

Factors affecting Tourism Behavior of Rural Tourism in China

Many tourism studies have shown that travelers and tourism industry participants are the most important contributors to the image of a location in the tourism business. Considering the potential to find possible links between motivation, rural tourism destination image and tourist satisfaction. The main objective of this paper is to review the literature on the variable that affects tourist behavior based on (motivation, image and satisfaction) that can improve the developments especially in rural tourism in China and to find the most influence variables.

Reliving the Old Dream: Rural Tourism Autobiographical Memory on Behavioral Intention.

This paper evaluates a theoretical model based on hypothesized relationships among four constructs, namely, autobiographical memory (memory rehearsal and memory impact), and place attachment as antecedents of revisit intention and recommendation intention in the context of rural tourism in China. The results of 301 Chinese tourists show that the two dimensions of tourists’ autobiographical memory (memory rehearsal and memory impact) affect the tourists’ intention to revisit and recommend. Place attachment plays an intermediary role among tourists’ autobiographical memory, revisit intention, and recommendation intention. This study is the first to apply the structural dimension of autobiographical memory has been applied to rural tourism in China. Theoretical and managerial implications are discussed based on the study results.

Study on the marketing of rural tourism destination based on the internet perspective

With the rapid development of the rural tourism in China, how to innovate and optimize the marketing mode and successfully achieve the marketing purpose is an urgent problem for the marketing of the rural tourism destination. The rapid development of Internet technology has provided new ideas for rural tourism destination marketing. Based on the analysis of the questionnaire results of rural tourists, this paper has proposed the optimization suggestions of rural tourism destination marketing from the Internet perspective. That is, building the information communication channel between rural tourism destinations and tourists based on the Internet, designing tourism products of the rural tourism destination on the basis of tourist characteristics of tourists and realizing the marketing optimization of rural tourism destinations with the help of Internet technology.

The cognition of the spatial art forms of tourist villages based on ecological engineering and sustainable development

Abstract With the development of information technology, the improvement of production processes and lifestyles, and the transformation of commercial economic models, the traditional agricultural industry cannot meet the increasing material and cultural needs of villagers. Therefore, the development of traditional tourist villages has transformed into being based on ecological engineering and sustainable development. The starting point of the existence of such tourist villages will be the protection and development of traditional villages. At the same time, the village space is the material carrier for the development of rural tourism, and the construction of a spatial form that is compatible with the tourism resource utilization model can effectively promote the development of rural tourism. Based on SWOT analysis, this article carefully analyses and summarises the domestic research on the sustainable development of tourist villages. The results show that such sustainable development effectively avoids the excessive development of resource elements during rural construction, which can lead to waste, and promotes the optimal use of resources. Since rural tourism has taken a sustainable development path, the average annual compound growth rate has reached as high as 31.2 %, which is considered very rapid growth. Tourist operating income has reached more than 30 %. It is expected that the national rural tourism income in 2021 will exceed 10,000 trillion yuan. Tourism villages will continue to consider ecological engineering and sustainable development as the starting point for promoting the development of rural tourism in China, popularising consumption, standardising services, diversifying benefits, and making products unique.

Tourism Strategy of IP Image Cultural Forest Countryside Driven by Data

This paper discusses the sustainable development of forest and rural tourism from the perspective of regional culture. This paper points out that there is a dialectical relationship between regional culture and the development of forest and rural tourism. This paper focuses on the impact of regional culture on the sustainable development of forest and rural tourism. On this basis, this paper analyzes the restrictive factors of the sustainable development of forest and rural tourism in China through AHP analysis and data-driven methods, and puts forward the basis, steps and ideas for the establishment of forest and rural tourism cultural mechanism. Finally, the sustainable development of forest and rural tourism in a certain area of China is studied. The experimental results show that the research results of this paper have a certain reference value for the research of forest rural tourism strategy driven by data.

Innovation and Practice of Developing Guangdong Rural Tourism Smart System in Post-pandemic Era

Pursuing a rural revitalization strategy is a major historical task to secure a decisive victory in building a moderately prosperous society in all respects. Rural tourism is an important platform for poverty alleviation and a moderately prosperous society in all respects. Taking rural tourism in Guangdong Province as an example, this paper analyzes the development prospect of rural tourism smart system in the post-pandemic era. This system is closely combined with the rural revitalization strategy, and the tourism resources in each region of Guangdong Province have their own characteristics, which is conducive to the innovation and practice of the system. The innovation and practice of the system enables tourists with different needs to take their own needs according to different tourism resources, meets tourists' multidimensional perception needs of rural life and other aspects, and achieves the effect of physical and mental experience and enjoyment of life, thus providing beneficial enlightenment for the planning and design of rural tourism in China.

중국 농촌관광객의 행동의도에 관한 연구 : 수정된 계획행동이론(MTPB)을 적용하여

Within two decades, the rapid growth of Chinese rural tourism has shown broad market prospects which attracted much academic attention. The purpose of this study is to identify the factors affecting the behavioral intention of rural tourism in China and integrate theory including the modified theory of planned behavior, tourism motivation and tourism constraint to provide a comprehensive mechanism that explains tourists’ behavior in Chinese rural tourism market. An online survey was conducted across mainland China and a total of 634 questionnaires were employed in data analysis by structural equation modeling. Results found that tourism motivation and subjective norms are both significant antecedents of attitude, which leads to the behavioral intention, meanwhile these two factors also directly affect behavioral intention, but tourists’ past experience does not play a role. In addition, all the constraint factors have significant negative effects on tourism behavioral intention, but only intrapersonal constraint affects attitude significantly. The finding's management implications were also discussed in the end, this study aims to strengthen the theoretical and empirical foundation of the rural tourism literature.

Promoting Rural Tourism in Inner Mongolia: Attributes, Satisfaction, and Behaviors among Sustainable Tourists.

With the growth of rural tourism in China, this study aims to determine the destination attributes, tourism satisfaction, and intention of revisiting Inner Mongolia. This study also investigated the mean comparison of tourist satisfaction and revisit intention across domestic tourists’ demographic characteristics. Structural analysis revealed that destination attributes have a positive influence on satisfaction and revisit intention. In addition, the result of the mean difference test showed that satisfaction is significantly different between male and female tourists, and revisit intention significantly varies across the season. Our findings have an excellent directive significance to bring forward rural tourism in Inner Mongolia.

Urban and rural tourism under COVID-19 in China: research on the recovery measures and tourism development

Turismo urbano y rural bajo COVID-19 en China Investigación sobre medidas de recuperación y desarrollo turísticoPropósitoCOVID-19 ha afectado gravemente al turismo urbano y rural en China, que ha sido ampliamente informado en los periódicos. Este documento tiene como objetivo discutir el impacto de COVID-19 en el turismo urbano y rural en cada coyuntura crítica de la pandemia de COVID-19, así como los puntos de vista, las medidas y las actitudes de diversos interesados en relación con el turismo urbano y rural y su desarrollo futuro.Diseño/metodología/enfoqueEste documento recopiló informes de noticias chinos como objeto de investigación y utilizó el software ROST Content Mining 6.0 y Gephi para analizar y visualizar los datos de palabras de alta frecuencia y analizó el discurso de los interesados dentro del texto del periódico.ConclusionesEste estudio encontró que antes del 20 de febrero de 2020, el gobierno chino se centró principalmente en la prevención de la pandemia en lugares pintorescos. Del 21 de febrero al 3 de abril (antes del Festival de Qingming), la reanudación del trabajo y la producción se convirtió en el tema. Desde el 4 de abril hasta el 1 de mayo (antes del Primero de Mayo), se implementó ampliamente un sistema de reserva de tiempo compartido y la diferenciación entre el turismo urbano y el rural se hizo más prominente. Después del 1 de mayo, el turismo rural atrajo mayor atención.Originalidad/valorEn este documento, se utiliza el análisis del discurso para comprender el impacto de COVID-19 en el turismo urbano y rural desde la perspectiva de los nodos de tiempo y la relación entre los diversos interesados y se predice las tendencias de desarrollo dentro del turismo urbano y rural. Este trabajo enriquece y amplía el conocimiento de la gestión turística frente a las grandes crisis, brindando valiosos consejos a administradores e inversores, y hace sugerencias para el desarrollo del turismo urbano y rural.

Emerging rural tourism in China’s current tourism industry and tourist behaviors: the case of Anji County

ABSTRACT Recognizing the notable growth of rural tourism in China, this research aimed to take Anji County as a case to comprehend the role of rural tourism destination performances in affecting destination image and predicting satisfaction and loyalty. The empirical outcomes revealed that the higher-order construct of rural tourism performance significantly and positively influenced responsiveness constructs. Additionally, the moderating effect of tourist expectation was also demonstrated. This study provided certain guidance and reference for both academics and rural tourism industry practitioners to deepen the knowledge on investigating the associations among tourist expectation, rural tourism performance, destination image, tourist satisfaction and loyalty.

Exploration of spatial differentiation patterns and related influencing factors for National Key Villages for rural tourism in China in the context of a rural revitalization strategy, using GIS-based overlay analysis

Villages in rural areas are regional complexes with multiple characteristics and functions. Rural tourism has become an important driver in the revitalization of rural China. The Ministry of Culture and Tourism of China approved the first group of 320 National Key Villages for Rural Tourism (NKVRT) in 2019. This paper takes these first 320 NKVRT as the research object, using GIS as a tool to analyze and discuss their spatial distribution characteristics, and identifies how they are affected by certain influencing factors. The results show the following: (1) the spatial distribution of NKVRT in China exhibits obvious differences, generally characterized as dense in the southeast and sparse in the northwest. Moreover, the development of rural tourism is closely related to the level of urbanization and economic development in the surrounding areas. (2) The core density of NKVRT presents the spatial distribution characteristics as “independent and evident in the high-value areas, gradually decreasing outward in the remaining grade areas.” The spatial pattern of core density has a high degree of similarity with the agricultural strategic pattern of the main functional areas of the country. (3) The spatial distribution characteristics of NKVRT are associated with climate, population, topography, precipitation, elevation, land use, and economic development. The spatial distribution characteristics of different types of NKVRT are also distinct. These research results emphasize that the development and growth of rural tourism in China should not only consider the balance between regions, but also the influence of both natural factors and human factors.

Exploring the Traditional Farming Culture and Improving the Local Cultural Confidence: Solving the Problem of Rural Tourism Homogenization

Since the rise of rural tourism in China in the 1980s, the natural conditions have mainly been relied on to develop such tourism projects as flower appreciation, fruit picking, fishing, and farm foods focusing on agricultural sightseeing and experiencing the rural life, which has long ignored the cultural attributes of rural tourism, resulting in the serious homogenization of rural tourism. The author believes that exploring traditional farming culture and improving local cultural self-confidence are the effective ways to solve the problem of rural tourism homogenization, to achieve the general requirements of agricultural and rural development in the report of the 19th National Congress of the Communist Party of China on ‘industrial prosperity, ecological livability, rural civilization and affluent life’, and to promote rural revitalization.