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Toward Sustainable Tourism: An Activity-Based Segmentation of the Rural Tourism Market in China

Author

Listed:
  • Lin Fu

    (Department of Civil and Environment Engineering, Institute of Science Tokyo, Tokyo 152-8550, Japan)

  • Junko Sanada

    (Department of Civil and Environment Engineering, Institute of Science Tokyo, Tokyo 152-8550, Japan)

  • Wenzheng Zhang

    (School of Architecture, Tianjin University, Tianjin 300072, China)

Abstract

Rural areas are increasingly popular tourist destinations, contributing to socioeconomic development while also posing sustainability challenges. Recent research emphasizes that the sustainability of tourist destinations largely depends on the types of visitors they attract. This study aims to conduct a segmentation analysis of tourists’ motivations and behaviors in Chinese rural tourism to gain market insights and guide destination demand management with a focus on sustainable development. Survey data were collected from 517 tourists in northern China using a self-administered questionnaire. The results identify four key tourist groups: urbanists, food and architecture enthusiasts, history lovers, and multiple experience seekers. Cluster analysis reveals that while most tourists prioritize leisure and entertainment, history lovers demonstrate a stronger interest in rural and agricultural experiences, positioning them as crucial to promoting sustainable tourism. In contrast, urbanists and food and architecture enthusiasts, though contributing economically, engage less with agricultural and environmental aspects, raising concerns about mass tourism and the erosion of rural authenticity. This research contributes to the expanding literature on rural tourism in China, providing insights into market segmentation as a tool for fostering sustainable development. It also offers practical implications for policymakers and destination managers to better align tourism strategies with sustainability objectives.

Suggested Citation

  • Lin Fu & Junko Sanada & Wenzheng Zhang, 2025. "Toward Sustainable Tourism: An Activity-Based Segmentation of the Rural Tourism Market in China," Sustainability, MDPI, vol. 17(8), pages 1-14, April.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:8:p:3341-:d:1630988
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    References listed on IDEAS

    as
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    2. Ramona Ciolac & Tiberiu Iancu & Ioan Brad & Gabriela Popescu & Diana Marin & Tabita Adamov, 2020. "Agritourism Activity—A “Smart Chance” for Mountain Rural Environment’s Sustainability," Sustainability, MDPI, vol. 12(15), pages 1-26, August.
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    4. Gao, Jing & Wu, Bihu, 2017. "Revitalizing traditional villages through rural tourism: A case study of Yuanjia Village, Shaanxi Province, China," Tourism Management, Elsevier, vol. 63(C), pages 223-233.
    5. Richard Welford & Bjarne Ytterhus & Jason Eligh, 1999. "Tourism and sustainable development: an analysis of policy and guidelines for managing provision and consumption," Sustainable Development, John Wiley & Sons, Ltd., vol. 7(4), pages 165-177.
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