Research on rural tourism environment perception based on grounded theory A case study of Beishan Village, Zhuhai City, Guangdong Province, China.

ABSTRACT

Drawing upon its regional culture, natural landscapes, and architectural features, Beishan Village in Zhuhai City, Guangdong Province, has forged a distinctive rural development model that combines an industrial park with tourism. While this approach has catalyzed rural progress, it also encounters numerous complex practical challenges. Utilizing the grounded theory method, this study employs participatory observation, in-depth interviews, and network data analysis to investigate the perspectives of three key stakeholder groups villagers, tourists, and resident merchants. A model is constructed to capture their environmental perceptions of rural tourism. Based on an analysis of network and interview textual data, as well as the influencing factors identified through the theoretical model, this study proposes several optimization strategies. These include enhancing infrastructure development, cultivating a regional brand culture, strengthening the institutional management framework, establishing a rural sharing economy platform, and introducing digital tours. These strategies are designed to refine and enhance Beishan Village's development model, offering insights for similar villages and advancing the integration of beautiful China initiatives with urban and rural development efforts.