Can the Chinese Cultural Consumption Pilot Policy Facilitate Sustainable Development in the Agritourism Economy?

The growing importance of cultural consumption in driving tourism development is reflected in its expanding scale and the simultaneous transformation and upgrading of the cultural industry. This study adopts a multi-period difference-in-differences (DID) model to leverage the quasi-natural experiment created by China’s national cultural consumption pilot policy. Using panel data from 30 provinces spanning the period from 2011 to 2024, we quantitatively assess the policy’s impact on sustainable development within the agritourism economy. Specifically, the study aims to isolate and identify the net effect of the pilot policy on improving the quality and sustainability of agritourism outcomes. Empirical results demonstrate that the implementation of the national cultural consumption pilot policy significantly promotes the development of sustainable agritourism products. Moreover, the policy exerts a notable positive influence on the broader sustainable development of the agritourism economy. These effects are particularly pronounced in the eastern and central regions, while the western region exhibits comparatively weaker impacts. Heterogeneity analysis suggests that the limited effectiveness observed in the western and parts of the central regions may be attributed to constraints such as lower levels of economic development and weaker performance of control variables in promoting sustainability. Overall, this study provides robust empirical evidence supporting the wider implementation and promotion of cultural consumption pilot policies at the national level. The findings offer valuable policy implications for advancing sustainability in the agritourism sector.