Rural Tourism and Livelihood Change: An Emic Perspective

Rural tourism is often considered a good option for rural development and poverty reduction. However, detailed examination of residents’ adaptation to rural tourism as a new livelihood is missing from the literature. In this study, ethnographic fieldwork was conducted in Chongdu Valley, China to gain insight to the transitions experienced by residents whose livelihood previously depended on agriculture and now relies on rural tourism. Detailed livelihood activities before and after tourism development and the adaptation process local residents engaged in were documented. Results suggested that adopting rural tourism as a new livelihood involved continuous negotiation, adjustment, and engagement. Strategies to help rural residents better adapt to rural tourism are discussed