关键词: 全球地方化, 旅游治理, 发展要素, 治理模式, 乡村旅游

Abstract:

Under glocalization, rural tourism development is closely tied with the interactions between globalization and localization. The crucial empirical question lies in promoting various elements advantages through rural governance to encourage sustainable rural tourism further. Taking the Bamboo Craft Village in Daoming Town, Chongzhou County, Chengdu City, as an example, this study explored the integration and response mechanics in tourism element integration. Specifically, it focuses on the process of transitioning from Lease-Operation Tourism mode (LOT) to LOT-Community-based tourism mode (CBT). Here, LOT refers to the company-led-tourism mode that motivated various actors of globalization to promote local development. CBT refers to the community-led tourism mode where it has deeper embeddedness with the local village, protects local recourses and local villagers’ rights. This research finds out that: 1) Governance modes have determined the interactions among various elements. These interactions then led to new problems, which further motivated the transformation of tourism governance mode. The developmental elements’ interactions and the change of governance modes revealed a cyclical action path. 2) Different sectors have different utilizing and integrating modes of various elements, leading to differentiated benefit gains from tourism. In LOT mode, compared to the tourism company, villagers have a relatively weak resource integration ability and have a relatively low benefit gain. Hence, their passion for tourism participation also reduced. In CBT mode, villagers could improve that resource integration ability with the help of social workers. They could set up village companies to integrate tourism resources, improve the whole community’s ability to benefit from tourism. 3) Bamboo Craft Village has formed a nested-three-layer developmental mode with different tourism governance modes, including layers of the Bamboo Craft Village, village company and village household. Under the LOT mode, companies from outside would utilize elements of globalization to integrate resources and promote localized and individualized tourism. This stage shaped two layers composed of Bamboo Craft Village and villagers. Meanwhile, villagers are marginalized in this process. With the development of CBT, village companies could interrogate individualized elements and promote localized industries. Here, village companies become the middle layer between households and Bamboo Craft Village. 4) The two modes have combined their advantages through integrated development. The integration of CBT to LOT is closely tied with social workers’ support and coordination. Social workers have motivated villagers by improving their ability to integrate elements and tourism resources to benefit. Villagers have shaped their knowledge and sense to integrate resources to enable Bamboo Craft Village to integrate with village companies and village households. In so doing, it could combine each modes’ advantages. This study has two significant contributions. First, it clarified the community governance’s impact on rural tourism through a lens of developmental elements. Second, it summarized the nested-three-layer mode influenced by tourism governance. This article hopes to provide suggestions and theoretical insights to similar tourism sites.

Key words: glocalization, tourism governance, development elements, governance mode, rural tourism