In the heart of China’s Jingning County, two traditional villages are at the center of a groundbreaking study that could redefine how we approach rural tourism and cultural preservation. Jitou Village and Dongnong Village, home to both She and Han ethnic groups, are the subjects of a comprehensive evaluation led by Xuguang Zhu, a researcher at Zhejiang Sci-Tech University. The study, published in the Journal of Asian Architecture and Building Engineering, integrates meme mapping with tourists’ perception assessments to provide a novel approach to evaluating and enhancing rural tourism developments.
Zhu and his team employed an innovative method called meme mapping, which involves organizing information chains of memes—cultural ideas or symbols that spread from person to person. This approach, coupled with a questionnaire analysis using the Analytic Hierarchy Process (AHP) for subjective tourists’ landscape perception assessment of scenic sites (LPASS), offers a quantitative evaluation of the quality of local cultural tourism developments. “The integration of meme mapping with tourists’ perception assessment is crucial for the preservation and revitalization of cultural heritage,” Zhu explains. “It allows us to understand not just what tourists see, but how they perceive and interact with the cultural elements of these villages.”
The study reveals that while the existing memes in both villages share many commonalities, there are also significant differences. These meme characteristics, along with practical maintenance efforts, greatly influence tourists’ perceptions of scenic sites. For instance, the unique architectural styles and traditional festivals in each village evoke different emotional responses from visitors, shaping their overall experience and satisfaction.
The implications of this research are far-reaching, particularly for the tourism and cultural preservation sectors. By understanding how tourists perceive and engage with cultural elements, developers and policymakers can create more authentic and sustainable tourism experiences. This approach can be applied to other rural areas with rich cultural heritage, fostering economic growth while preserving local traditions.
Moreover, the study suggests a “fusion design” approach for enhancing rural sustainable tourism. This method involves blending modern tourism infrastructure with traditional cultural elements, creating a harmonious balance that appeals to both locals and visitors. “The goal is to create a tourism experience that is not only economically viable but also culturally enriching and sustainable,” Zhu notes.
As the tourism industry continues to evolve, the insights from this study could shape future developments in rural tourism. By leveraging meme mapping and tourists’ perception assessments, developers can design tourism experiences that are more authentic, engaging, and sustainable. This could lead to increased visitor satisfaction, repeat visits, and positive word-of-mouth, ultimately boosting the economic prospects of rural communities.
The research, published in the Journal of Asian Architecture and Building Engineering, translated to English as the Journal of Asian Architecture and Building Engineering, provides a blueprint for future studies in cultural geography and tourism management. As more researchers and practitioners adopt these methods, we can expect to see a renaissance in rural tourism, where cultural preservation and economic development go hand in hand. The future of rural tourism looks promising, and it all starts with understanding the memes and perceptions that shape our experiences.
