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Rurality representation and changes in rural tourism destination
Xueting Hong1, Zhenfang Huang2, Xinyi Li1
1School of Geography and Tourism, Anhui Normal University, Wuhu, China.
Plos One
|April 21, 2026
Summary
Rural tourism representations are socially constructed, evolving from agriculture-focused to tourism-focused. Understanding these dynamic shifts in rurality is key for sustainable tourism development.
Area of Science:
- Rural Tourism Studies
- Social Psychology
- Cultural Geography
Background:
- Representation of rurality is vital for rural tourism development.
- Understanding shifts in rural destination connotations across social contexts is unclear.
Purpose of the Study:
- Examine rurality and its changes in rural tourism destinations.
- Utilize social representation theory to analyze rurality.
Main Methods:
- Conducted semi-structured interviews with 50 residents and 17 tourists.
- Focused on rural destinations in Nanjing, China.
Main Results:
- Identified three core dimensions of rurality: material, social, and cultural.
- Six categories emerged: natural environment, architecture, daily life, relationships, customs, and spirituality.
- Rurality representation shifted from agriculture-centered to tourism-centered.
Conclusions:
- Rurality is socially constructed and context-dependent.
- Rural tourism development requires dynamic perspectives on nuanced rurality connotations for high-quality growth.
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