Growth drivers and sustainable rural tourism in Fujian Province, China

Abstract

This study assessed rural tourism growth drivers and sustainable practices in Fujian Province, China. Conducted from October 2023 to June 2024 with 307 participants, it reveals insights into the sector. Findings show a youthful workforce, 37.8% of which are aged 31-40, with balanced gender representation. Market driven forces are the most influential, followed by resource, innovation, and policy forces. Economic sustainable tourism ranked highest, indicating a focus on economic outcomes, with strong ratings for social, environmental and ecological sustainable rural tourism. Variations in market and policy forces were noted across demographics, influencing perceptions. Market and innovation forces correlate most strongly with overall sustainable rural tourism (r = 0.517), underscoring their pivotal roles. This study provides a detailed profile, identifies critical drivers, and suggests strategies for fostering sustainable rural tourism in Fujian, China.