Value co-creation is an effective means to promote the establishment of trust, feedback and co-operation mechanisms between endogenous actors such as government and residents, and exogenous entities such as tourists and enterprises in rural tourism community governance. Taking Huanglongxian Village and Longxiang Shuangfan Village in Jiangning District, Nanjing, as case studies, this paper explores the process and mechanisms of value co-creation between endogenous actors and exogenous entities in rural tourism community governance by using qualitative research and content analysis. The results show that: (1) innovative concepts such as information, platforms, and services from traditional value co-creation theories have entered the governance process of rural tourism communities through the interaction between endogenous actors and exogenous entities, and innovate the tourism village governance model in the process of value chain formation and value delivery. (2) The value delivery axis of “co-anticipation - co-construction - co-enjoyment” exists in the process of value co-creation of community residents, consumers and enterprises, which is reflected in the interaction of spatial strategies, co-creation needs and governance results of different value subjects, as well as the identification and practice of transforming the use of rural resources for tourism. (3) The mechanism of value co-creation between endogenous actors and exogenous entities lies in the participatory transmission of value chain and the innovation of governance models within rural tourism communities during the rural revitalization process. This promotes spatial production with high-quality in rural tourism. Tourists, as new participants in community governance, inherit and develop the value connotations of the tourism community. Thus, rural tourism initiatives should concentrate on value transformation capacity of tourists and community residents, digital marketing and platform construction, and encourage more subjects to spontaneously participate in governance.

. Tourism development in ethnic areas promotes the interaction and exchange and intermingling between communities and the outside world. Taking Skula Town in Aba Tibetan and Qiang Autonomous Prefecture in Sichuan as a case area, the study uses gounded theory and fsQCA (Fuzzy-set Qualitative Comparative Analysis) to construct an analytical model of tourism promoting the ‘three connections’ of ethnicity (interaction, communication and integration), and to reveal the configuration of various factors affecting the perceptions of ethnic integration. The results discovered that the antecedent conditions show significant complexity and heterogeneity. (1) Women with low education, young and high income hold a positive attitude towards ethnic integration; (2) High-quality tourism activities and benefits significantly improve residents’ perception of ethnic integration; (3) When men with low education level achieve higher income and actively participate in tourism activities, they hold a positive attitude towards the benefits brought by tourism, maintain high-quality interaction with tourists, and form a positive perception of ethnic integration. The results of this study emphasize that the positive output of tourism activities and tourism benefits is an essential basis for promoting ethnic interaction, communication, and integration and helps to build an interactive system based on cultural sharing, material sharing, and a sense of Chinese national community. It provides a new perspective and empirical support for deepening tourism development in ethnic areas and promoting ethnic integration.

Rural tourism development is a complex system involving multiple subjects of interest, and social organisations can play a coordinating role in the process of evolutionary game. By constructing a tripartite game model of the government, tourism enterprises and community residents, and selecting the equilibrium point where social organisations play a coordinating role, we find that: (1) the strategic combination of government support, cooperation of tourism enterprises and participation of community residents is the optimal choice of rural tourism development, but it is difficult to realise the in-depth cooperation spontaneously between the government, tourism enterprises and community residents due to the differences in interests, and we have to rely on the coordination role of social organisations; (2) The coordinating role of social organisations can be measured by the feedback coefficient, and its effectiveness is affected by the degree of support from the policy environment as well as the relevance and effectiveness of their own coordinating services; (3) As the key regulators and balancers of interests, social organisations can play a coordinating role by advocating and implementing policies, facilitating the exchange of information and cooperation, guiding the enterprises to rationally distribute benefits, and enhancing the awareness of community participation to promote consensus and cooperation among the government, tourism enterprises and community residents, to regulate the behaviour of all parties, and to optimize the overall rural tourism development environment.

Rural tourism elites play a crucial role in promoting the sustainable development of rural tourism and facilitating rural revitalization. Based on self-determination theory, this study explores the influence of public service motivation among rural tourism elites on community citizenship behavior, and analyzes the mediating effect of felt obligation within this influence process, as well as the moderating effect of organizational support within the overall influence mechanism. The results indicate that: (1) public service motivation has a positive impact on community citizenship behavior. (2) Felt obligation partially mediates the relationship between public service motivation and community citizenship behavior. This is evidenced by the positive effect of public service motivation on felt obligation, which in turn positively affects community citizenship behavior. (3) Organizational support moderates both the direct relationship between public service motivation and felt obligation, and the mediated pathway through felt obligation to community citizenship behavior. When organizational support is higher, the effect of public service motivation on community citizenship behavior is weaker, whereas its positive effect on felt obligation is stronger. In addition to enriching the literature in the field of public service motivation, this study provides useful insights for the management of rural tourism elites.

Multi-subject cooperative participation in community governance is an effective path to promote the modernization of national grassroots governance, but the non-tourism practitioners in tourism communities have not yet aroused academic attention. This study adopts a perspective of the administrative service quality in community government, based on the trust transfer theory, and analyses 302 questionnaires using PLS-SEM method, and constructs and verifies the “perceived quality of administrative service-trust in government administrative service-trust in government development of tourism” and “willingness to value co-creation”, and investigates the effects of perceived quality of administrative service on trust in government administrative services and trust in government development of tourism, as well as the effects of the two types of governmental trust on their willingness to co-create tourism values among non-tourism practitioners. The results show that: (1) the perceived quality of administrative service exerts a significant positive impact on the trust in government administrative service of non-tourism practitioners. (2) Trust in government administrative service has a significant positive effect on the trust in government development of tourism, and tourism knowledge positively moderates this relationship. (3) Trust in government administrative service only has a significant positive impact on the value co-creative intention toward the community. Trust in government development of tourism has positive impacts on the value co-creation intention toward communities and the value co-creation intention toward tourists. Two types of trust in government play a chain mediating role between the perceived quality of administrative service and two types of value co-creation intention. The paper emphasizes the differentiation and attention to different types of residents in tourism communities. And it reveals the formation path of trust in government and value co-creation intention of non-tourism practitioners in tourism communities, which is of guiding significance to the practice of governance in tourism communities.

Rural residents, as the target group and key participants in the governance of tourism destinations, play a crucial role in the sustainable development of local tourism through their support for policies. Taking the well-known ancient town Huangyao as an example, this study integrates social exchange theory to unveil the mechanism of rural residents’ support for tourism policies through qualitative research methods. The results indicated that: (1) six variables influence how rural residents support tourism policies: exogenous variables include policy interpretation; endogenous variables include past experiences, policy participation, and perceptions of the benefits of tourism; and policy conditions include stability and adaptability. There are three components of rural residents’ support for tourism policies, including policy cognition, policy emotion and policy behavior intention. (2) The generating process of rural residents’ support for tourism policies can be divided into three stages, including risk assessment, attempted exchange and order stabilization. After a collision and integration of interests, the exchange relationship between local inhabitants and government departments is rebuilt. (3) The mechanism of rural residents’ support for tourism policies shows a cross-stage transition from “resistance- attempted cooperation-rational gaming”, with each stage following the logic of “policy cognition-policy emotion-policy behavioral intention-new policy cognition”. The study suggests taking into account the significance of rural residents' objections to the policies, and advocates policy-implementing organizations to shift their focus from simply completing policies to tackling the real challenges faced by tourism destinations.

Women are the main force to inherit the farming civilization and participate in the community governance of agricultural heritage sites, but they are also the most neglected party in the discourse system. Taking the dry-farming Shiyan terrace system in Shexian, Hebei Province, a globally important agricultural cultural heritage site, as an example, as an example, the paper analyzes how women in agricultural heritage sites achieve their place identity construction in the process of participating in social participation, under the cognitive-emotional-behavioural framework by means of field research and grounded theory. The study found that: (1) The generation of the ambient field is a direct factor that promotes women’s participation in social organizations in agricultural heritage sites. (2) Through the re-understanding of heritage values and the re-expression of local meanings, heritageisation becomes a key force driving the generation of women's place identities in agricultural heritage sites. (3) Place identity is internalized in women’s self-identity, which is manifested in the re-recognition of women’s value and the awakening of gender consciousness. (4) Behavioural feedback of women’s place identity in agricultural heritage sites includes ecological interaction and heritage inheritance. Place identity is emotionally driven by women’s participation in community governance in agricultural heritage areas, and community participation shapes the process of constructing women’s place identity.

Under the external disturbances of tourism activities, traditional villages constantly adjust their resilience to achieve a new dynamic balance in society, economy, culture, and ecology. Based on the adaptive cycle theory and the Tourism Area Life Cycle (TALC), this study takes Wulin traditional village in Jinjiang city as an example, and employs literature analysis, field investigation, weighted TOPSIS and other methods to explore the cyclical differences in the resilience level and response mechanism of the social-ecological system of tourism-oriented traditional villages. The results show that: (1) there are significant cyclical differences in the resilience level of social-ecological system of traditional villages, and the overall resilience level shows a stepwise upward trend, which is consistent with the characteristics and stage curves of resilience evolution and development from the perspective of adaptive cycle theory. (2) The growth rate of resilience in various dimensions of traditional villages varies at different stages of their life cycle. The growth of resilience shows a trend of slow first and then fast, while adaptability shows a constant upward trend. Therefore, the transformation ability has the fastest growth rate and the largest change in magnitude. (3) The resilience response mechanism of villages at different life-cycle stages is also different, presenting characteristics of “exploration stage-resistance ability”,“initiation stage-adaptability” and “development stage-transform ability”. This study enriches the explanation of disturbance-state-response theory, initially reveals the evolutionary process of traditional village’ adaptation, and provides strategic references for the sustainable development of traditional villages.

As an important component of environmental governance in ethnic villages, human settlements governance has the generality of rural governance and the uniqueness in ethnic villages. Taking Jinuo Village in Jinghong City, Xishuangbanna Prefecture, Yunnan Province as a case study, this paper attempts to explore the multi-collaborative governance mechanism of human settlements in ethnic tourism villages from the perspective of symbiosis theory, relying on the first-hand data obtained from in-depth interviews and the second-hand data obtained through the online + offline channels using the method of the grounded theory. The results show that: (1) the government, enterprises, villagers and tourists constitute the symbiotic unit of the governance of the human settlements in Jinuo Village, and are the main force to realize the coordinated development of the village tourism industry and environmental governance. (2) The formulation of rules and regulations, the support of governance funds and the belief of national culture are important components of the symbiotic environment of Jinuo Village human settlements governance, which shape the cognition, values and action logic of the main body of Jinuo Village human settlements governance. (3) The environmental needs of villagers, the experience needs of tourists, and the environmental interests of stakeholders constitute the symbiotic interface of Jinuo Village human settlements governance, and the dynamic changes of the three promote the continuous adjustment of the governance mechanism of Jinuo Village human settlements. (4) As a spatial carrier of multiple subjects such as government, enterprises, villagers, and tourists, the benefit of relevant subjects is the key to promote the formation of a multi-collaborative governance mechanism for village human settlements.

Under the background of rural revitalisation strategy, the soundscapes of traditional villages serve as a critical dimension for perceiving spatial contexts and reflecting the efficacy of scenic benefits. This plays a paramount role in driving rural revitalization efforts. Focusing on Huangdu Village, this study employs a robust methodology, including method of semantic differential, questionnaire surveys, and factor analysis, constructs a research framework for studying soundscapes in tourism-oriented traditional villages, aiming at exploring their roles in enhancing the attractiveness of tourism and promoting the sustainable development of the villages. The findings indicate that Huangdu Village’s soundscapes is a unique local culture, exemplified by life sounds that create a sense of place, ecological sounds embodying therapeutic qualities, the production sounds encapsulating associative connotations, and complex sounds that transmit harmonious scenarios while delineating the spatial environment. Nevertheless, challenges exist within the village, such as the homogenization of local sentiments in life sounds, the deterioration of therapeutic sensations in ecological sounds, the formalization of associative sentiments in production sounds, and the ambiguity of spatial and harmonious perceptions in complex sounds. The study proposes targeted strategies to address these issues, including sound borrowing, sound masking adjustment, sound supplementation enrichment, and comprehensive utilization for diverse soundscapes, with a view to achieving effective protection and optimization of the acoustic landscape of Huangdu Village, thus promoting the comprehensive enhancement of traditional village landscapes and the profound integration of the cultural tourism industry and supporting rural revitalization endeavors.

Digital transformation has emerged as a pivotal path for the upgrading of rural homestays, holding profound significance for homestays to adapt to technological changes in the digital era, enhance service quality and efficiency, and bolster their market competitiveness. Based on the case investigation of rural homestays in some areas of Zhejiang Province, this paper uses Gioia inductive topic analysis method to analyze the influencing factors and action mechanisms in the digital transformation of rural homestays. The results show that: (1) the impetus of digital transformation, such as ease of digital technology and usefulness of digital technology, is the external technological driving force of homestays’ digital transformation. The ease of technology encourages homestays to judge the usefulness of technology. Digital transformation resistance, such as the high cost of digital platforms and the difficulty of monetizing digital platforms, constitutes external technical obstacles, and the choice of digital transformation is based on rational consideration of pros and cons. (2) In addition to external technical factors, homestays’ digital transformation is also affected by the response of tourists’ demand and the impact of market crisis, which is the external market driving force of the digital transformation. (3) External factors such as technology and market encourage managers to improve their digital capabilities, such as strengthening digital management capabilities and promoting digital marketing capabilities, which become the internal driving force for homestays’ digital transformation. (4) In the process of digital transformation, the talent support force such as digital talent demand and digital talent training, as well as the policy support force such as expecting digital support and giving digital support as internal and external regulatory factors jointly promote homestays’ digital transformation. The conclusions enhance the theoretical explanation of influencing factors of rural homestays’ digital transformation, not only enrich the theoretical achievements of rural homestay and expand the application scenarios of digital transformation, but also provide the practical direction for promoting the digital transformation of rural homestay, and help realize the goal of digital countryside and rural revitalization.

As a unique form of rural tourism, analyzing the relationship between the concentration of amenities agglomeration and tourists' emotions in traditional villages can help to enhance the tourism experience and provide support for tourism development decisions. From the perspective of tourists’ perception, with the help of grounded theory to construct the types of amenities in traditional villages, using location entropy, emotion value calculation, Getis-Ord Gi*, and gray correlation analysis methods to explore the influence of traditional village amenities agglomeration on tourists’ perception. The results show that: (1) the types of amenities in traditional villages consist of cultural, ecological, industrial, talent, and organizational amenities. (2) The number of traditional villages with a high concentration of ecological amenities is the largest in the positive emotional hotspots and negative emotional cold spots; while the number of traditional villages with a high concentration of industrial amenities is the largest in the positive emotional cold spots and negative emotional hotspots. (3) In counties where cultural, talent, and organizational amenities are agglomerated, positive emotions are mainly distributed in cold spots, and negative emotions are mainly distributed in hot spots, while in counties where ecological amenities are agglomerated, the distribution of emotions has the opposite characteristics; in counties where industrial amenities are agglomerated, both positive and negative emotions are mainly distributed in hot spots. (4) There is a strong correlation between the agglomeration of traditional village amenities and the tourists’ positive and negative emotions, cultural and industrial amenities are the main factors influencing the tourists’ positive and negative emotions. Based on the spatial characteristics of tourists’ emotions, the study puts forward suggestions for development from the perspectives of encouraging development, suitable development, stable development, and inapplicable development, providing a reference for the protection and sustainable development of traditional villages.

Capability deprivation is one of the fundamental reasons for poverty relapse among residents who have previously escaped from poverty. Based on Amartya Sen’s capability deprivation theory, this study constructs an index system of risk factors for poverty relapse by capability deprivation. Utilizing survey data on the perceived risk of poverty relapse among residents in rural tourism areas of Gannan Tibetan Autonomous Prefecture, Gansu Province, binary logistic regression and variance analysis methods are employed to explore the risk factors of capability deprivation for poverty relapse and the impact of residents’ characteristics on their perceived risk of poverty relapse. The findings indicate that: (1) Seven factors, including the residents’ ability to obtain assistance, to invest in tourism development, to learn autonomously, to participate and accept tourism skills training, to promote tourism to external communities, and to save family property, are the main perceived risk factors for poverty relapse among residents. (2) Personal and family characteristics, such as occupation, education level, physical health, and tourism participation methods, significantly affect residents’ perceived risk of poverty relapse. (3) Residents who are frontline service workers in tourism and those who participate in tourism through individual or family self-employment have a stronger perception of poverty relapse risk. Residents with higher education levels correlate with stronger perceptions of poverty relapse risk. Compared to residents with no sick family members or multiple sick family members, those with only one sick family member are more sensitive to the risk of poverty relapse. The study suggests that, while maintaining the current assistance policies, it is crucial to uphold the primary role of ethnic rural tourism residents, cultivate their sustainable poverty alleviation capabilities, and conduct targeted monitoring and interventions for different resident characteristics, so as to help the local anti-poverty relapse work to be conducted effectively.

Community elites play crucial roles in the development of rural tourism. This paper takes four villages in Huangpi District of Wuhan City as case studies and using text data collected through sampling, in-depth interviews and online recordings to analyze the roles of community elites and their influencing factors through grounded theory. The results show that: (1) according to the criteria of "achieving success through tourism participation, making contributions to the community development, having impacts on community decision-making and receiving recognition by most villagers”, five community elites were identified in the case area and they are in four categories, i.e. social, economic, cultural and political elites. (2) Community elites have not only promoted the transformation of villagers’ livelihoods and attracted the migrant workers coming back, but also revitalized the idle rural assets and promoted industrial restructuring; moreover, they have inherited outstanding traditional culture and established civilized rural customs; they have improved the human habitat environment; at the same time, they have also brought negative impacts, such as uneven distribution of benefits, land requisition conflicts, and increased living cost for the residents. Different types of community elites have played some common roles but have differences. For example, the economic elites have played a relatively weak role in cultural inheritance while the cultural and social elites contribute to economic development indirectly, and only the political elites have a balanced role. (3) At the early stage of participating in tourism, the role of community elites is influenced by both inside and outside factors such as entrepreneurial motivation and government support; while at the middle and late stages of participating in tourism, it was affected by their personal characteristics and social capital.

Development entities play a significant role in rural tourism, but the divergent interests among stakeholders can lead to different decisions and behaviors, potentially challenging the sustainable development of rural tourism. This study constructs an evolutionary game model to simulate and analyze the tripartite game process among grassroots governments, rural elites, and community residents. The findings reveal that: (1) in the decision-making process of rural tourism development, all three parties demonstrate an intention of maximizing benefits while reducing their own cost inputs, which may result in strategic discrepancies. (2) During rural tourism development, grassroots governments decisions are primarily influenced by reward cost, governance benefit, and reputation loss. Rural elites’ decisions are mainly affected by additional project cost, return from rural tourism projects, and benefit or loss from speculative behavior. Community residents’ participation decisions primarily depend on participation cost. High input cost coupled with low return are identified as core factors diminishing the enthusiasm of all parties for rural tourism development. (3) In the initial stages of development, various preliminary investments increase fiscal burdens, reducing grassroots governments’ willingness to actively support rural tourism and leading to speculative behavior of rural elites. In the middle and late stages of development, as policy reward thresholds increase, projects become homogenized, and income decreases, community residents’ willingness to participate is limited. Consequently, rural elites may give up the strategy of developing rural tourism projects in favor of speculative benefits. By analyzing the influencing factors of each party’s behavior, this study proposes strategic adjustment recommendations for different stages of rural tourism, aiming to optimize rural tourism project development and management, and promote sustainable development.

Subjective well-being embodies the value kernel of tourism development to promote sustainable livelihoods of residents. This paper constructs an analytical framework and indicator system from the perspective of livelihood capital, and applies fuzzy set qualitative comparative analysis (fsQCA) to explore the complex impact of livelihood capital on residents’ subjective well-being by taking Simolawa Village in Tengchong, Yunnan Province, as a case study, in order to reveal the configuration paths affecting the subjective well-being of residents in tourism sites. The study shows that residents of Simolawa Village generally have higher levels of subjective well-being, with higher satisfaction in environmental aspects and relatively low economic satisfaction; a single dimension of livelihood capital cannot be a necessary condition for enhancing the subjective well-being of residents in tourist destinations, but it has an important impact on subjective well-being, with cultural, psychological, social, and financial capitals, in particular, being the most critical; cultural + psychological + financial capital, cultural + psychological + financial + physical capital, social + cultural + financial capital, the three combinations constitute the main configuration path of factors influencing the subjective well-being of residents in tourist destinations. The study helps to deepen the theoretical knowledge of how tourism can enhance people's well-being and show the attributes of the happiness industry, and provides a basis for decision-making to improve the subjective well-being of residents in tourist destinations.

Ethnic villages are rich in tourism resources, such as culture and ecology, and tourism development has become an important driver of their reconstruction. Taking Puzhihei Xianrendong Village as a case, this paper explores the process and mechanism of tourism promoting the reconstruction of ethnic villages by using the methods of fieldwork, in-depth interview and participatory observation. The research indicates that: (1) driven by tourism, the development of Xianrendong Village has gone through three stages: exploration, accelerated transformation and system reconstruction. (2) The transformation of traditional agriculture and fishery to tourism functions such as sightseeing and recreation, cultural experience and leisure vacation has led to the diversification of villagers’ livelihood and the upgrading of village industrial structure, thus promoting the reconstruction of rural economy; the development of tourism industry promotes the protection and landscape utilization of production, living and ecological space, accelerates the compound utilization and integrated development of “production-living-ecology space”, and promotes the reconstruction of rural space. The development of tourism industry has promoted the diversification of rural governance subjects and improved the enthusiasm of villagers to participate in rural governance. The traditional self-governance system based on the social relations of bloodline and acquaintances has transformed to the modern “three-governance” system with the core of the business relationship and system. (3) Tourism promotes the goal enhancement, motivation stimulation, factor integration, community participation and normative restriction in the development of ethnic villages, and then forms a virtuous circle mechanism of value vision renewal, core motivation transformation, development factors integration, expansion of participants, optimization of out-of-order regulation, and promotes the reconstruction of rural economy, space, and social systems.

Tourism-driven rural transformation is a key solution to revitalize the rural areas. Based on the perspective of Actor Network Theory, we analyze the actor composition and translation paths of rural transformation in Zhuquan Villages in Yinan County as a case study, and explore the process and mechanism of multiple actors driving the village transformation from a poor village to one of the most beautiful village in China. The results show that: (1) Multiple key actors such as Yinan County government, planning team and investment developers, together with human or non-human actors such as the Village committee, villagers, bamboo forest and spring, formed during the transformation of Zhuquan village are the subjects of heterogeneous actor network construction. (2) The transformation of Zhuquan Village is characterized by stages, with the initial stage being the construction of a network of actors through administrative recruitment by the county government to ensure the decision of rural tourism. The mid-term planning team coordinated to resolve key differences among different stakeholders in the transformation process and clarify the direction of the transformation of Zhuquan Village. Later on, the investment company developed and operated the tourist attraction through a variety of conscription methods such as capital and land, which realized the coordinated development of the tourist attraction and the construction of the new village and promoted the transformation of the rural village. (3) The transformation process of Zhuquan Village is inseparable from the joint drive of key actors, and the sharing of benefits among multiple actors is a guarantee for the sustainable transformation of the village. The paper analyzes the process of continuous reconstruction of the actor network to drive rural transformation, which can provide useful reference for optimal decision-making on rural transformation at different stages of development.

Under the double-wheel drive of new urbanization and rural revitalization strategy, suburban townships have become an important spatial reconstruction zone. Adopting the actor network theory, we discuss the spatial reconstruction process and mechanism of Anren “World Cultural and Museum Town”. The results show that: (1) the actors in Anren Ancient Town include human actors such as local government, tourism development companies, art and architecture designers and residents, as well as non-human actors such as cultural relics collection, museum complexes, and rural landscapes. The development of the actor network in Anren Ancient Town has gone through three stages: power capital led, cultural capital led, and economic capital led. (2) In the construction of long-term heterogeneous actor networks, Anren Ancient Town has kept adopting diverse processes of recruitment and mobilization, such as cultural recruitment, educational recruitment, brand linkage, and artistic recruitment, to promote the formation of a dynamic actor network in Anren Ancient Town. (3) Under the background of the double-wheel drive of new urbanization and rural revitalization strategy, the final spatial reconstruction of Anren Ancient Town is mainly manifested as quality consum- ption space, humanistic and aesthetic ecological space and multi-functional production space of the ancient town. While preserving the rural space, the town also reconstructs the rural landscape and forms an inseparable “urban-rural” aesthetic ecosystem with the built-up area of the ancient town.

The construction of the demonstration zone of common prosperity has drawn intensive attention to the rural areas in Zhejiang, which makes its rural residents’ leisure life a research interest of the academics. Since common prosperity is not only the material affluence but also spiritual enrichment, the satisfaction of rural residents’ leisure needs is a key approach to common prosperity by realizing residents’ spiritual enrichment. In order to better understand the realization of rural residents’ leisure rights in the pursuit of common prosperity, this paper has drawn on the leisure constraints theory to explore Zhejiang rural residents’ leisure constraints and the negotiation mechanism against the background of the construction of common prosperity demonstration area in the province. By adopting the means of questionnaire survey, in-depth interview and participation observation, this paper has found that the realization of rural residents’ leisure rights has been constrained by intrapersonal constraints, interpersonal constraints and structural constraints which have shown discrepancy between groups and individuals. To cope with these leisure constraints, five strategies have been adopted: embedded leisure, educating people with culture, host-guest sharing, improving transportation conditions, and making leisure a socialized scenario. It has been argued that the incessant improvement of the factors of economy, policy, culture, leadership and environment can effectively stimulate rural residents’ leisure motivation and participation so as to safeguard their leisure rights. The findings are also helpful for the realization of rural residents’ leisure rights in other areas and provide some useful exploration in the practice for promoting rural residents’ spiritual affluence and overall development.

Rural tourism is an effective solution for connecting the consolidation of the achievements of poverty alleviation and rural revitalization. Rural tourism operators’ conformity behavior can promote standardization and large-scale development of tourist destinations. However, a fanatically committed behavior of operators will definitely lead to the failure of rural tourism destinations. Dealing with rural tourism operators’ conformity behavior from a rational perspective is of far-reaching significance to the sustainable development of tourist destinations. This study proposes and tests a theoretical framework to investigate the influencing factors and formation mechanism of rural tourism operators’ conformity behavioral intentions in Chinese rural communities. Results indicate that attitudes, injunctive norms, perceived behavioral control, elite influence, and ambiguous scenes have a positive impact on conformity behavioral intentions. In addition, the education background of rural tourism operators has a great negative influence on conformity behavioral intentions, which decrease as the level of education increases. In order to further develop rural tourism and boost rural revitalization, it is suggested to improve the managerial ability of rural tourism operators; to use their functions of information transmission, demonstration and promotion; to implement the government’s functions of instruction and supervision; to prevent the fanatical commitment of governments’ decision-making.

The quantitative evaluation of cultural ecological adaptability is the basis and premise to judge the adaptive power of traditional villages and to address the problem of cultural ecological imbalance. Based on the theory of cultural ecology, this paper improves the “Imbalance-Adaptation” analytical framework of cultural ecology from the aspects of selecting evaluation indicators, identifying influencing factors and matching the analytical method via analyzing the case of Ningde City empirically. The research shows that: the imbalance of cultural ecology is a temporary phenomenon emerging when cultural ecosystem is coping with internal and external shocks, and implying the decline of cultural adaptability to the ecological environment; the evaluation indicators of the cultural ecological adaptability should include the adaptability of traditional cultural heritage from the aspects of forms, content and inheritance. The evaluation covers not only the subjects of adaption such as residents, tourists and inheritors of intangible cultural heritage, but also the objects of adaption such as land, building, infrastructure and cultural ecological system. Lastly, from the empirical perspective, the cultural ecological adaptability of traditional villages presents the characteristics of “strong adaptability-no imbalance”, “medium adaptability-single dimension imbalance” and “low adaptability-multiple dimensions imbalance”; the adaptability is affected by the comprehensive influence of natural and human factors, among which the vegetation index (NDVI) in natural factors, the distance to the county center and regional culture in human factors are the most significant.

The participation in rural tourism and the choice of practicing roles are rational decisions made by farmers based on the maximization of interests, understanding farmers’ willingness of role selection in rural tourism and the influencing factors is an important issue to consolidate the achievements of tourism poverty alleviation and to promote rural revitalization accurately in the new era. Adopting the binary Logistic regression analysis method, this paper takes Chayuan Village in Guizhou Province as an example, makes an empirical analysis from the farmers’ perspective, and finds that: (1) 81.98% of farmers are willing to participate in rural tourism, and tourism resource endowment, elite leadership and family economic strength are the key factors influencing their participation. (2) The order of practicing roles that farmers are willing to select are the following: agritainment operators (41.75%), employees (35.71%), producers of other supporting industries (20.88%), and scenic investors (4.95%). (3) The influencing factors of the willingness to choose various roles in each sub industry differ significantly. Among them, resource endowment is the prerequisite for the choice of agritainment operators and practicing in other supporting industry; economic strength is an important driving force for the choice of business roles such as agritainment operators and scenic investors; the choice of frontline jobs in rural tourism has obvious employment path dependence; the impact of elites has diverged, it improves employment power of rural tourism, whilst it constraints farmers’ willingness to operate agritainment in nearby areas due to regional competition.