Exploring cultural development barriers to sustainable rural tourism in Guilin, China: insights from the stakeholders perspective

Rural tourism in Guilin, China, is currently transitioning from rapid growth to high-quality and sustainable development. However, several obstacles must be overcome to effectively preserve and incorporate local culture. These obstacles include the underdevelopment of local cultural resources; the commercialization of traditional culture; limited cultural exchange between tourists and locals; and a lack of awareness of local customs. This study uses a qualitative methodology to examine three tourist-oriented villages in Guilin. This includes semi-structured interviews with local authorities, communities, tourism operators, and tourists, as well as open-ended interviews with experts. Thematic analysis is employed to synthesize data and gain insights into obstacles from different stakeholder perspectives. The results emphasize the importance of balancing modern tourism demands with the conservation of traditional cultural integrity. Moreover, it is crucial to implement policy reforms focusing on improving the discovery and use of cultural resources; promoting interactions between tourists and local communities; strengthening community involvement; and providing cultural sensitivity training for professionals in the tourism industry. These measures will facilitate inclusive and sustainable development, improve rural tourism planning, and enhance the attractiveness and competitiveness of tourist destinations.

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