International research on rural tourism in recent 10 years and its implication for China

Abstract

The development of largescale rural tourism has affected many areas of postmodern society, which has become a hot topic in the international research of tourism in the past 30 years. In this study, the literature on rural tourism was collected from the Elsevier ScienceDirect database since 2010 and analyzed. The conclusions are that: (1) The development of rural tourism under the economic value orientation is a hot topic for scholars in various countries. Based on the modern economic and industrial attributes of rural tourism, scholars have explored its development modes and paths, and studied the development conditions, resource utilization, product creation, market expansion, and influencing factors of rural tourism. In addition, scholars have examined the definition, measurement, and implementation of sustainable rural tourism development. (2) The motivation of rural tourists is diverse, the way and content of their experiences are different, and consumer satisfaction with services and products is an important factor affecting their loyalty. (3) Scholars have paid more attention to the development of rural enterprises and studied the application of information technology in rural tourism enterprises. Small business development faces various limitations, and innovation and cooperation are very important. (4) Residents have different attitudes towards the development of tourism. Community participation is the key factor to ensure the social equity of rural tourism development. The research in this field is often about facilitating participation. (5) Government intervention shows different effects from national macro-level control and local practices, and its research is often integrated with other fields. (6) Study on the impact of rural tourism presents critical thinking. In the empirical study of communities, the positive economic impact of tourism is questioned. Cultural change of destinations cannot be simply characterized as “negative” or “passive.”The social influence includes change in the thoughts of the residents, identity construction, and evolution of community relations, race, nationality, and national identity, among others. Overall, most international scholars regard rural tourism as an economic behavior. Tourism, as the carrier of modernization, has exerted a comprehensive and farreaching influence on traditional villages. As a practice field of capital, rural tourism destination has produced a series of negative effects. It is necessary to reflect on relevant ethical issues in tourism development and theoretical construction. In view of these, Chinese scholars should reflect on the localization and reconstruction of the theories according to social needs, so as to provide a scientific basis for the development of rural tourism in China.