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Journal of Resources and Ecology >

2024 , Vol. 15 >Issue 3: 528 - 540

DOI: https://doi.org/10.5814/j.issn.1674-764x.2024.03.002

Rural Revitalization and Rural Tourism High-quality Development

The Model and Path for Digital Cultural Tourism to Promote Rural Revitalization

  • TANG Chengcai , 1, 2 ,
  • SHANGGUAN Lingyi 1, 2 ,
  • LIU Limei 3 ,
  • MEI Jianghai , 1, 2, *
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  • 1. School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China
  • 2. Research Center of Beijing Tourism Development, Beijing 100024, China
  • 3. School of Tourism, Inner Mongolia University of Finance and Economics, Hohhot 010070, China
*MEI Jianghai, E-mail:

TANG Chengcai, E-mail:

Received date: 2023-10-15

  Accepted date: 2024-01-22

  Online published: 2024-05-24

Supported by

The Beijing Social Science Foundation of China(22GLB036)

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Abstract

Digital cultural tourism is an important part of the digital economy and digital China. The development of rural digital cultural tourism is an important engine for implementing the strategy of rural revitalization and leading the high-quality development of China’s rural tourism in the new era, which helps to promote the coupling and coordinated development of the high-quality development of rural tourism and common prosperity. This study examines the opportunities and challenges in using digital cultural tourism to promote rural revitalization, discusses the mechanism and model for enabling the common prosperity of the rural digital cultural tourism industry to achieve digital cultural tourism in the promotion of rural revitalization, and finally proposes a development path. The findings indicate that: (1) Digital cultural tourism has emerged as a significant force behind the growth of the rural tourism sector, and is a key route for achieving the objective of rural revitalization. (2) Digital cultural tourism and rural revitalization have mutually beneficial relationships; digital cultural tourism enables rural revitalization, and rural revitalization unlocks digital cultural tourism’s development potential, resulting in a positive interaction mechanism. (3) Four models of digital cultural tourism promoting rural revitalization are proposed, considering the rural classification scheme and related research. They are the digital cultural tourism for urban-rural integration and revitalization model, the digital cultural tourism for characteristic village revitalization model, the digital cultural tourism for agriculture, culture and tourism integration and revitalization model, and the digital cultural tourism for arts revitalization model. (4) To thoroughly promote the development of the rural digital cultural tourist sector, it should adhere to the product as the core, digital technology as the foundation, talent revitalization as the leader, and policy as the guarantee. The findings of this study enrich the research findings in digital cultural tourism and rural revitalization, which can serve as theoretical references and a practical foundation for the development of digital cultural tourism to empower rural revitalization.

Key words： digital cultural tourism; rural revitalization; digital economy; digital technique; common prosperity

Cite this article

TANG Chengcai , SHANGGUAN Lingyi , LIU Limei , MEI Jianghai . The Model and Path for Digital Cultural Tourism to Promote Rural Revitalization[J]. Journal of Resources and Ecology, 2024 , 15(3) : 528 -540 . DOI: 10.5814/j.issn.1674-764x.2024.03.002

1 Introduction

The rural revitalization strategy is a significant innovation in modern rural development theory and practice (Liu, 2018). Culture and tourism are two important forces for social development that can support the long-term development of destinations, identity, and cultural heritage (Zheng et al., 2023), as well as the high-quality development of rural areas and common prosperity (Tang et al., 2023b). Digitalization has evolved into a key component of the high-quality development of China’s economy because of the developments in big data, artificial intelligence, 5G, and other contemporary information technology (Xia and Gu, 2020). It has also become a pillar of the innovative development of the cultural tourism sector (Ammirato et al., 2022). In 2019, the Outline of the Digital Rural Development Strategy was introduced at the central level, which specified the development direction for the goals of economic development, social governance, and cultural inheritance in rural areas. In 2022, the digitalization strategy of national culture and driving major cultural industry projects were explicitly proposed in the 20th National Congress of the Communist Party of China. As an important part of Chinese culture, rural culture has a very important significance in realizing Chinese cultural self-confidence and self-reliance. Developing rural digital cultural tourism is an important part of implementing the rural revitalization strategy and building a digital China. In China, rural digital cultural tourism is currently booming, it plays a significant part in both fully unleashing rural economic vitality and reducing the disparity in development between urban and rural areas (He et al., 2022).
The advancement of information technology has drawn increasing attention to the digitally-driven tourism industry, and using digital technology to increase the competitiveness of cultural tourism has emerged as a key component of tourism research (Ammirato et al., 2022). However, “digital cultural tourism” remains a poorly-defined concept, frequently replaced by “digital cultural heritage”, “virtual reality tourism”, “creative tourism”, or “smart tourism” (Zheng et al., 2023). Domestic scholars generally believe that digital cultural tourism is a new industrial form that is centered on cultural tourism consumption demand, based on and supported by digital technology, and applied to all aspects of the cultural tourism industry. Its essence is to deeply integrate digital technology with the cultural tourism industry to realize a new generation of immersive and experience-oriented cultural tourism consumption (Zheng, 2020; Jiang, 2021; Xu and He, 2021). According to foreign scholars, digital cultural tourism is the consumption of people who use information technology to participate in cultural tourism and change cultural activities (Tuomi et al., 2023; Zheng et al., 2023). This study defines digital cultural tourism as a new industry formed by combining culture as the core and digital technology as the support.
Current academic research on digital cultural travel is primarily focused on two aspects. On the one hand, previous research has focused on the impact of digital cultural tourism technologies on tourism (Zhou et al., 2022), such as using digital technologies to improve the efficiency of China’s tourism industry (Huang and Liu, 2021), using digital technologies to promote the innovative development of tourism and improve residents’ well-being (Sun and Lin, 2023), the impact of digital cultural travel technology on elderly tourists (Tuomi et al., 2023), using digital literacy and tourism technology for cultural heritage preservation (Fusté-Forné, 2020), and entrepreneurial tourism activities in rural areas. On the other hand, several scholars have focused on digitally-enabled cultural and tourism integration, with research topics ranging from the theoretical logic of digitally-enabled cultural and tourism integration (Liu and Xiao, 2020; Huang et al., 2023), the path of digital cultural and tourism integration (Wei, 2022), and the digitalization of culture and tourism, as well as the realistic challenges of digital cultural tourism (Xu and He, 2021; Liu and Xu, 2023), the use of digital heritage in the sustainable development of cultural tourism (Yeniasir and Gökbulut, 2022), and other topics. In addition, scholars have also paid attention to the cultural tourism meta-universe (Fan et al., 2022; Feng and Cheng, 2022), digital cultural and creative product design (Zhang et al., 2023), and the digital economy-driven rural revitalization (He et al., 2022; Chen and Zhou, 2023).
There have been few studies on the role of digital cultural tourism in rural revitalization. Currently, relevant studies are primarily focused on the practical path of rural digital cultural tourism development (Lu and Yu, 2022), the momentum of rural digital cultural tourism development (He and Xu, 2022), and the digital cultural industry empowering rural revitalization (Fan and Deng, 2023). However, the rapid development of digital cultural tourism is an important direction for boosting the momentum of industrial development as well as the development of the culture and tourism industries during the “14th Five-Year Plan” period (Wu, 2021). Considering these issues, this study combines digital cultural tourism and rural revitalization to explore the intrinsic connection and development model between digital cultural tourism and rural revitalization. This study will enrich the research results of digital cultural tourism and rural revitalization, as well as summarizing the development model of digital cultural tourism for enabling rural revitalization, which can provide practical references for its development.

2 Opportunities and challenges of using digital cultural tourism to promote rural revitalization

2.1 Opportunities

2.1.1 Policy promotes the development of high-quality rural digital cultural tourism

Promoting “deep integration of the digital economy and the real economy” and accelerating “the development of the digital economy”, are two goals mentioned in the report of the 20th Party Congress. The construction of digital villages is of great significance in solving the income gap between urban and rural areas and promoting the common prosperity of farmers and rural areas. After the Strategic Outline for the Development of Digital Countryside was published in May 2019, “digital countryside” and “rural tourism” were adopted as the country’s strategic directions for rural revitalization and as a crucial component of the creation of Digital China and Beautiful China (He and Xu, 2022). Digital rural construction as a focus, to create a new engine for rural revitalization, according to the “Proposal of the Central Committee of the Communist Party of China on the Formulation of the Fourteenth Five-Year Plan for National Economic and Social Development and the Visionary Goals for the 23rd Five-Year Plan” published in November 2020. In addition, local governments have also issued a series of guidelines and policies to provide policy protection and guidance direction for the development of rural digital cultural tourism (Table 1).
Table 1 Digital cultural tourism policy review
Government department Year Title of policies Content
Central
government		 2019 Digital Rural Development Strategy Outline Several characteristic rural cultural digital resource libraries have been built, and the network poverty alleviation action has been developed in depth. The role of informatization in the construction of beautiful and livable villages is more significant
2020 Proposal of the Central Committee of the Communist Party of China on Formulating the 14th Five-Year Plan for National Economic and Social Development and the Vision Goals for the Year 2035 Take digital countryside as the focus, through the construction of digital countryside, including rural e-commerce and digital governance, reconstruct the “people, land, and money” in rural areas, and create a “new engine” for rural revitalization
2021 Opinions on Comprehensively Promoting Rural Revitalization and Accelerating Agricultural and Rural Modernization Accelerate the modernization of agriculture, rely on rural characteristics and superior resources, build the whole industrial chain for the integration of three industries, and improve the modern rural industrial system
2021 14th Five-Year Plan to Promote Agricultural and Rural Modernization Planning Accelerate the development of rural e-commerce and optimize leisure tourism.
2022 Rural Construction Action Implementation Plan Implement the digital village construction and development project, further promote the construction of rural spiritual civilization, and promote the construction of rural cultural facilities
National ministry 2020 Digital Agriculture Rural Development Plan (2019-2025) Build a unified and open national agriculture and rural big data center, including the national agriculture and rural big data platform, to realize data resource sharing and intelligent early warning analysis
2020 Key Points of Digital Rural Development in 2020 Promote the development of the rural digital economy, promote the modernization of rural governance capacity, and build green and smart villages
2021 Digital Rural Construction Guide 1.0 Put forward a new form of smart rural tourism, and strengthen the smart construction of rural scenic spots
2022 Key Points of Digital Village Development in 2022 Cultivate new forms of rural digital economy, deepen the development of agricultural product e-commerce, and cultivate and develop new forms of rural business
2022 “Beautiful Countryside Waiting for You” Rural Tourism Digital Promotion Action Plan Explore a new path of “rural tourism + digital economy” to provide new momentum for industry recovery and rural revitalization
Local government 2020 Guangdong Digital Agriculture and Rural Development Action Plan (2020-2025) Cultivate a new generation of digital talents, integrate the live delivery model of agricultural products, and spread excellent rural traditional culture
2022 Jiangsu Province’s 14th Five-Year Plan Digital Agriculture Rural Development Plan Improve the development level of new rural business forms, explore new paths for the digital development of the whole industrial chain, promote new online marketing models of agricultural products, and create a new pattern of leisure agriculture consumption
2022 Implementation Opinions on Accelerating the Operation of Village Cultural Tourism in Scenic Spots of the Province (Trial) Improve the digital level of a rural cultural tourism operation, encourage digital design, digital operation, and digital governance, and introduce digital operation scenarios for rural cultural tourism
2022 Action Plan for the Promotion and Development of Rural Tourism in Sichuan Province (2022-2025) Carry out pilot projects for the construction of smart rural tourism, build a smart rural tourism service platform, and improve the level of smart rural tourism
2023 Rural Tourism Upgrading Action Plan (2023-2025) Encourage and support rural tourism market players in using the new generation of information technology to develop immersive tourism service projects, improve the sense of the rural tourism experience and intelligence level

2.1.2 Digital technology drives the integration of rural culture and the tourism industry

As an economic development model and style of thinking, digital technology has altered the economic and social form, and industrial integration has become a new trend in industrial development (Xia et al., 2020). Modern technology is a driving force behind the development of contemporary tourism and industrial advancement (Dai, 2020). Digital means can enhance the display of cultural and tourism products, which is critical for the transmission and promotion of Chinese culture. Simultaneously, the intervention of digital technology can not only give rise to new tourism consumption scenarios, shaping the new rural culture and tourism industry, such as new culture and tourism infrastructure construction, immersive digital cultural tourism, online culture and blogging, the intelligent manufacturing of tourism equipment, and others, it can also accelerate the integration of the primary, secondary, and tertiary industries in rural areas to form the development industry.

2.2 Challenges

2.2.1 Limited level of digital technology in the countryside

Although Internet penetration in rural areas has greatly improved, the issue of the digital divide still exists, and the development of rural digital cultural tourism must be based on local Internet infrastructure, a perfect e-commerce system, and intelligent information equipment (Fu, 2023). On the one hand, there is still a significant information gap between urban and rural areas. According to the 51st Statistical Report on Internet Development in China, the Internet penetration rate in rural areas is 61.9%, with just 308 million rural Internet users. On the other hand, there is a significant gap in digital literacy between urban and rural dwellers, with China’s rural residents scoring only 35.1 out of 100, according to the Digital Literacy Survey and Analysis Report of China’s Rural Areas in the Context of the Rural Revitalization Strategy. In terms of information use, rural netizens still mainly use infrastructure applications such as digital entertainment and social communication (Lv, 2020), the application degree of digital products and the level of digital consumption in rural areas are not high (Li, 2022).

2.2.2 Lack of rural digital literacy talent

Planning, building, marketing, service, management, and other factors are involved in the development of digital cultural tourism in rural areas, but there is a problem of insufficient supply of digital talents. In August 2022, the China Academy of Information and Communication Research published a research report on the effects of employment in the digital economy. That report revealed a significant shortage of digital talent in China, with a gap of nearly 11 million people. The country’s digital talent distribution is “strong in the south and weak in the north”, while the northern and rural areas have limited digital talent reserves (Yuan and Fan, 2023). The development of the rural digital talent system is confronted with the reality that talents cannot be attracted, the scale of talents cannot be upgraded, the established talents cannot be retained, and other problems (Xiao and Dong, 2023). These problems persist due to the inadequacy of the policy guarantee system and long-term incentive mechanism.

2.2.3 Insufficient innovation in rural digital cultural tourism products

According to The Key Points of Digital Rural Growth in 2022, the growth of digital culture in rural areas is typically characterized by a lack of innovation and a shallow depth of creativity. Digital cultural tourism products currently lack core intellectual property, leading digital cultural tourism brands have not yet developed, and the products lack emotional and dynamic experiences, which makes it impossible to meet the demand of travelers for an interactive on-site experience (Xu and He, 2021). At the same time, the combination of digitalization and cultural tourism in rural areas is still in its infancy, and simple digitalization cannot spur the growth of the cultural tourism industry. In addition, the development of digital cultural tourism in the countryside tends to mimic the growth of cultural tourism in urban areas, with the city’s “digital + cultural tourism” model nested in the process of developing rural tourism. This leads to completing the construction of rural scenic spots through simple digital grafting but failing to integrate rural cultural characteristics with technology.

2.2.4 The problem of digital ethics in the countryside

The trend of digitizing rural industries has quickened along with the ongoing growth of digital cultural tourism, and threats such as information leakage and telecommunication fraud have gradually increased in the countryside. To improve their algorithms, digital cultural tourism-related businesses positioned in the countryside will gather and process local data. This can help the business to better serve its customers, but it also increases the risks of information leakage, information cocoons, and other information risks. To increase their market share, some Internet businesses even monopolize user data, neglect their privacy, create information cocoons, and steal users’ free time. Additionally, this kind of algorithm leads to disorderly growth, which results in numerous information problems (Liu and Zheng, 2022). Currently, rural populations face significant data security threats due to inadequate data security protection infrastructure and a lack of high-level technical support for cybersecurity.

3 The mechanism and model of using digital cultural tourism to promote rural revitalization

3.1 The mutual promotion mechanism of digital cultural tourism and rural revitalization

To actualize a new generation of immersive and experiential cultural consumption, digital technology must be fully integrated with the cultural and tourism industries (Xu and He, 2021). Digital technology creates the fundamental conditions for the integration of the cultural and tourism industries, and digital platforms promote the integration of culture and tourism, thereby revitalizing cultural and tourism resources and expanding the cultural space (Liu et al., 2023). The development of rural digital cultural tourism is based on the abundance of natural and cultural resources in these areas, which can effectively promote the value-added, structural optimization, and functional enhancement of the rural cultural tourism sector, as well as aid in rural revitalization. In addition, by enhancing the types of digital cultural tourism products and establishing the necessary framework, the revitalization of the countryside in the areas of industry, organization, talent, culture, and ecology will in turn present new opportunities for the growth of digital cultural tourism in the countryside.

3.1.1 Digital cultural tourism promotes rural revitalization

Digital cultural tourism is an important driver of the digital economy, which, as a new driving force for China’s economic development, provides a good opportunity to drive the revitalization of the countryside and achieve common prosperity (He et al., 2022). Digital cultural tourism and rural revitalization are mutually promoting and they feed off one another, creating resource paths, industrial paths, and functional paths through cultural revitalization, tourism development, and urban-rural mobility to achieve the purpose of elemental value-adding, structural optimization, and functional upgrading. This, in turn, will help to promote to build rural areas with thriving businesses, pleasant living environments, social etiquette and civility, effective governance, and prosperity (Fig. 1).
Fig. 1 Mutual feedback mechanisms between digital cultural tourism and rural revitalization
First, digital culture tourism has given birth to new forms of rural industrial integration. Digital technology is applied in the six tourism elements of “eating, living, traveling, purchasing and entertainment”, constantly innovating the form of rural culture and tourism, creating immersive consumption scenes, and creating new forms of rural culture and tourism, such as VR, AR exhibitions, intelligent scenic spots, and others. The development of digital technology breaks through the limitations of space and time and innovates the traditional medium for the integration of rural culture and tourism, the model of production and means of dissemination, which greatly improves the productivity of rural culture and tourism and enlarges the supply of rural culture and tourism products. Second, the capacity for rural governance can be effectively improved through the application of digital technologies. Incorporating digital cultural tourism into the development process will create an online communication platform for all rural stakeholders to promote common exchanges between numerous parties. This platform can also contribute to the digital governance of the countryside. Villagers can actively participate in the creation of livable villages through the online platform, forming a pattern of shared governance and rural governance. Third, the advancement of digital technology provides a media carrier for the preservation and transmission of rural culture, as well as the dissemination and promotion of Chinese farming civilization. On the one hand, 3S technology, radio frequency identification technology, 5G, and other digital means can be used for transforming rural cultural tourism resources into digital assets, through digital museums, digital exhibition halls, digital art museums, rural intelligent tourism platforms and other carriers’ inheritance and revitalization of rural cultural resources. On the other hand, local folklore, music, songs and dances, architecture, and other elements are refined to create Visitors to offer a thorough, immersive experience of rural cultural tourism. Fourth, the development of rural infrastructure will be further improved, the management and protection of rural infrastructure will be accomplished by digital means, and a rural digital ecological space will be created with the promotion of digital cultural tourism. Furthermore, the marriage of digital technology with agriculture improves the structural optimization of rural agriculture and intelligent agricultural production management. By using technological means to make agricultural product production, processing, and sales more transparent, informative, and efficient, the rural digital tourism platforms can effectively connect operators, enterprises, and tourism commodity buyers, and promote the rapid development of agricultural tourism and other new forms of agriculture. Fifth, rural cultural tourism is a significant path for promoting rural revitalization and common prosperity because it can foster material and spiritual complementarity between urban and rural populations (Tang et al., 2023b). The growth of rural digital cultural tourism encourages rural e-commerce and live streaming with goods, encourages the effective connection between the production and marketing of agricultural and ancillary products, broadens sales channels, multiplies the sources of income for villagers, and raises the standard of living in the countryside. The China Digital Countryside Development Report (2022) shows that in 2021, 11.2 million individuals returned to their hometowns to start businesses, with over half of them adopting internet technology.

3.1.2 The feedback effect of rural revitalization on digital cultural tourism

First, by implementing the rural revitalization strategy, a diverse talent support network can be built, and a team of talents who understand agriculture, love rural areas, and love farmers can be developed (Liu, 2018). With the continued advancement of the rural revitalization strategy, new farmers are emerging as a new force in agricultural and rural development (Wang, 2014). Rural e-commerce talents, rural Internet celebrity talents, and rural tourism talents will supplement the rural talent revitalization pool, improve the overall skills of the rural digital cultural tourism talents, and provide developmental momentum for digital cultural tourism talents. Second, the General Office of Natural Resources issued the “Rural Revitalization Land Policy Guide (2023)”, which further standardized the land use norms of rural leisure tourism, rural new industries and new formats, and the rural logistics system, which is conducive to guiding the standardization and process construction of industrial land for the rural digital cultural tourism industry. Third, the revitalization of rural culture serves as an impetus for the open-ended growth of digital cultural tourism. The main resources for the development of rural culture are local song and dance performances, customs, local slang, and lifestyles. Using digital technology to showcase local cultural resources to the public can not only meet the needs and experiences of tourists in digital cultural tourism, but it can also raise the cultural consciousness of the local villagers and encourage them to strive for cultural self-confidence and self-improvement. Fourth, the rural revitalization strategy continuously strengthens and innovates rural social governance (Liu, 2018), increases governance efficiency at the grassroots level, and ensures the supervision of the rural digital cultural tourism platform. The construction of a digital cultural tourism platform is a comprehensive development platform for allowing villagers to participate in village development, contact foreign tourists, and connect businesses. This allows for greater participation in the design and development of the digital cultural tourism platform.

3.2 The model of using digital cultural tourism to promote rural revitalization

The classification of rural regions is necessary for analyzing the rural revitalization model from the perspective of digital cultural tourism. Dovetailing with the village classification scheme of the Rural Revitalization Plan (2018-2022) and referring to the village classification methods of Chen et al. (2019) and Li et al. (2020), we comprehensively distilled the development model of rural revitalization under the perspective of digital cultural tourism, and summarized its characteristics and development direction (Table 2).
Table 2 Rural revitalization and development model from the perspective of digital cultural tourism
Model Feature Range Path
Digital cultural tourism promotes urban and rural integration and revitalization model High level of digitalization, digital technology derives a variety of digital travel products Suburban villages, etc. Undertake urban micro-vacations, holiday leisure, and vacation demand, enrich the model and type of digital cultural tourism experiences
Digital cultural tourism promotes the characteristics of protection and revitalization model Digital technology protects and revitalizes village cultural heritage Traditional villages, historical and cultural villages, etc. Implement digital cultural protection and revitalization, develop digital cultural tourism products with regional cultural characteristics, and adhere to the principle of protection first
Digital cultural tourism promotes the integration of agriculture, culture, and tourism The integration of agriculture, culture and tourism, and the digital cultural tourism enables the sale and management of agricultural products Field complexes, agricultural villages, etc. Focus on the local market and build an agricultural industry chain
Digital cultural tourism promotes the rural art revitalization model Digital cultural tourism enhances sensory interaction and enriches the forms of rural cultural tourism Art villages, etc. Focus on tapping artistic creativity and developing digital cultural and creative products and digital festivals from an aesthetic perspective

3.2.1 Digital cultural tourism promotes urban and rural integration and revitalization

Urban-rural mixed characteristics, relatively complete infrastructure and public service facilities, a good natural ecological environment, and obvious vernacular cultural characteristics define rural villages of the suburban integration category, which exist in the transition zone between urban and rural areas. Suburban integration-type villages are close to the city, and they have superior site characteristics, more economic radiation from the city, relatively high penetration of digital technology, and a relatively high degree of development of digital cultural tourism. To meet the demand for leisure and vacationing from both urban and rural residents, suburban integrated villages should actively develop digital cultural tourism, cater to the urban tourism demand, activate rural cultural tourism resources, actively develop the holiday economy, enhance the rural experience of tourists with digital technology, and derive products such as online cultural expositions, digital exhibition halls, ticketing and booking, route recommendations, panoramic views, etc. At the same time, suburban integrated villages should use digital cultural tourism as an opportunity for development, continuously improve the quality of rural digital cultural tourism products, enrich the types of digital cultural tourism products, create digital cultural tourism IPs with regional cultural characteristics, provide a host-guest shared digital cultural tourism platform for residents and foreign tourists, and promote urban-rural factor flows to unleash the kinetic revitalization energy of the suburban integrated villages. For example, Sanshenghuaxiang Tourist Zone in the Jinjiang District of Chengdu City is assuming the function of urban micro-vacations and rural leisure for the public, and integrating the six elements of “eating, living, traveling, purchasing, and entertainment” into the Sanshenghuaxiang wisdom platform will provide travelers with scenic area information, traffic information, digital exhibition halls, digital scenic area, and other services. Furthermore, Sanshenghuaxiang introduced digital twin technology, with the use of the Sanshenghuaxiang wisdom operational brain, to overcome the perception that Sanshenghuaxiang Tourist Zone information is insufficient, the lack of tourist experience services and other issues, and has achieved an overall enhancement in the scenic area intelligent service level.

3.2.2 Digital cultural tourism promotes the characteristics of protection and revitalization

Promoting the characteristics of protection and revitalization through digital cultural tourism mainly involves traditional villages, villages with minority characteristics, and historical and cultural villages. To maintain the integrity and authenticity of village culture, digital cultural tourism technology can provide a digital and three-dimensional display of village culture, archives, intangible cultural heritage, and other village cultures. GIS technology can investigate the features of traditional villages and safeguard their cultural assets, while artificial intelligence technology and radio frequency technology can accomplish the restoration and administration of village cultural resources (Tang et al., 2023b). The first group of Chinese traditional villages to be included as part of the world cultural heritage, Xidi Village and Hongcun Village have built their digital platforms for cultural tourism, and both have succeeded in revitalizing their villages through the growth of tourism. It is important to note that when villages in the characteristic protection digital revitalization model develop digital cultural tourism, they must follow the principle of protection first and give top priority to the preservation of the originality and integrity of their rural culture. At the same time, we must stick to a people-oriented strategy and heed the villagers’ primary stance. The digital platform for cultural tourism should work to create a cultural inheritance platform that increases the emotional connection to the local culture and preserves local memories, as well as a platform for tourists’ amusement and leisure. For example, Beijing Cuandixia Village is a traditional village built in the Ming and Qing dynasties. Through the construction of the Mentougou District traditional village cultural heritage digitization platform to achieve the sustainable operation of the village culture, the use of big data technology for the collection of basic data in Cuandixia Village, and ultimately the construction of the Cuandixia Village digitization model, the realization of Cuandixia Village digital archives was the goal. This in turn enhances the level of the digitization of the village, which will allow tourists to understand the historical lineage and core resources of Cuandixia Village more comprehensively, effectively helping with the protection and development of the traditional villages.

3.2.3 Digital cultural tourism promotes the integration of agriculture, culture, and tourism

The development of recreational agriculture is seen as an important component in the construction of a system for the integrated development of the primary, secondary, and tertiary industries in the Opinions of the Central Committee of the Communist Party of China and the State Council on the Implementation of the Rural Revitalization Strategy and the Opinions on Comprehensively Promoting Rural Revitalization and Accelerating the Modernization of Agriculture and Rural Areas, respectively (Long et al., 2021). To increase the added value of agriculture and lengthen the industrial chain of agricultural products, the three components agriculture, manufacturing, and tourism will be deeply integrated into idyllic complexes and specialty agricultural product villages that combine leisure agriculture with digital cultural tourism. This creates a digital trading platform for consumers and villages by utilizing digital technology to accomplish the functions of product traceability for agricultural products, customer feedback on product purchases, online shopping malls, and others. Digital live broadcasts of agricultural products should receive special consideration because they can better serve consumers by utilizing the real-time engagement and precise service aspects of digital cultural tourism. For instance, the digital agriculture park in Dali, which insisted on creating a benefit linkage mechanism for co-creation and sharing, not only sells local specialty agricultural and local products, but also explores a practical model of the integrated development of agriculture, culture, and tourism. Over time, this has resulted in the gradual formation of an eco-tourism and sightseeing village that is pleasant to live in, pleasant to work in, and pleasant to visit. Hangzhou Luniao town will use “intelligent platform” construction as a starting point, with local honey pear characteristics as a medium, to develop the “one pear four eat” industry. Offline, fruit farmer cooperatives use logistics and transportation cold chain technology for wholesaling, and direct marketing to supermarkets, enterprises and institutions. Online, the mayor acted as the live spokesperson to promote the local honey pear, while the township actively built the IP image of the honey pear, launched pear cultural and creative products, extended the pear industry chain, created a local honey pear paradise, held related cultural festivals, and finally achieved an industrial path of agricultural, cultural, and tourism integration.

3.2.4 Digital cultural tourism promotes rural art revitalization

Art villages are typical rural culture and art venues, with activities such as concerts, theater performances, and culture and art festivals, in addition to the display of paintings, sculptures, wall paintings, and other works. The interaction and revitalization of artists on the ground is one of the most important ways to create art villages, emphasizing the revival of the countryside in modern society (Qu, 2020). With the continuous growth of national per capita disposable income and the transformation of society’s main contradiction, art villages have gradually evolved into villages with unique ecological, cultural, and aesthetic values. Art intervenes in the countryside and can grow into a powerful force for rural revitalization. It can stimulate the emotional resonance of tourists, create social needs and emotional value, and display the unique charm of rural culture due to the infectious power of art. Most art countryside construction will involve villages with good natural ecology, folk culture, and rural culture, integrating art with the countryside, improving the quality of the rural habitat, and revitalizing the countryside with new vitality and vigor. The advancement of digital cultural tourism technology has accelerated the development of art villages, and digital cultural tourism technology can improve the visual aesthetics of art villages and create interactive experiences between the art villages and tourists. For example, Sanhe Village in Chongqing is known as an artist’s haven. Sanhe Village has established the Sanhe Art Museum, an art and cultural creation base, and a ceramic cultural and creative co-existence base, among other things. It organizes pottery production activities that allow tourists to come into close contact with and experience the beauty of ceramic culture, and it uses the interactive experience screen and a small program of Sanhe’s whole-area tourism to provide information about cultural and creative products, to achieve the goal of experiencing the beauty of the art village in an immersive way.

4 The practical path for digital cultural tourism to promote rural revitalization

Digital technology offers a crucial route for the high-quality growth of the rural cultural tourist sector and has developed into a significant force behind rural rehabilitation. Rural digital cultural tourism is now struggling to flourish due to several issues, including a lack of talent, limited industrial innovation, and data security. By utilizing digital cultural tourism, we can efficiently develop rural cultural tourism resources, create a workable strategy for using digital cultural tourism to support rural revitalization (Fig. 2), actively investigate novel rural cultural tourism business models, broaden the reach of rural cultural dissemination, and establish a new environment for rural economic growth and cultural prosperity. The intervention of digital technology can strengthen the interactive construction of cultural values and tourism elements of traditional villages, promote the renewal and transformation of traditional villages from traditional sightseeing tourism to cultural tourism, realize the two-way flow of talents, capital, technology, and other elements between urban and rural areas, and thus accelerate the process of comprehensive rural revitalization (Tang et al., 2023a).
Fig. 2 Path for digital cultural tourism to promote rural revitalization

4.1 Strengthen the construction of rural digital technology

To support rural revitalization, digital technology serves as an important driver and powerful enabler of digital cultural tourism. On the one hand, it is important to boost rural digital infrastructure development and close the gap between the urban and rural digital infrastructure. It is necessary to build an infrastructure based on information exchange technology that is all-encompassing, improve the “cloud, network, and end” of the rural cultural tourism industry, and strengthen the digital infrastructure construction of the digital rural cultural tourism market circulation network, basic database, public technology service platform, and cloud platform, among other things (Jiang, 2021). On the other hand, the level of digital technology governance in rural areas needs to be improved. It is also necessary to create a basic credit database for rural digital cultural tourism market participants, establish rewards for trustworthiness and disciplinary measures for betrayal, and direct the healthy growth and healthy competition of the sector.

4.2 Improve the quality of digital cultural tourism products

The goods of rural cultural tourism are at the heart of the industry’s development, which is a vital task and basic premise for digital cultural tourism to support rural revitalization. To improve the quality of rural digital cultural and tourism products, one step is to accelerate the digital conversion of rural cultural and tourism resources, rural folklore skills, and other cultural resources. This will rely on virtual images and other information technology to achieve cross-space display, digital technology to empower rural cultural and tourism performances, the use of lighting means to expand the rural cultural interpretation, the application of “immersion technology” empowering rural museums and other specific means. In addition, the use of digital cultural products of high dissemination, low exclusivity characteristics, and relying on short video platforms, will help to spread rural cultural tourism products more widely, attract more tourists for sightseeing experiences, realize the competitiveness of rural cultural tourism products and the attraction of the double enhancement. Secondly, it is necessary to improve the system of digital rural cultural tourism products. This can include the use of digital technology to increase the transformation of the original tourism products in the countryside, to achieve the transformation of rural tourism products to the innovation, experience transformation, to create more diversified rural digital cultural tourism products, interactive tourism products and service tourism products (Fig. 3). At the same time, these efforts will promote the application of digital technology in rural cultural tourism scenes, encourage and support the construction of intelligent scenic spots in rural areas, and foster network consumption and customized consumption, to ultimately improve the quality of rural digital cultural tourism products and service levels.
Fig. 3 Types and characteristics of rural digital cultural tourism products

4.3 Enhance the kinetic energy of rural talent revitalization

The industry of rural digital cultural tourism is driven by the revitalization of rural talent, which also serves as an important support and power source for digital cultural tourism as a means of promoting rural revitalization. The first step in enhancing the digital literacy of rural citizens is to increase their familiarity with, desire to use, and aptitude for digital technology. Grassroots government organizations encourage all social entities to provide multiple digital services to rural residents. Second, it is necessary to strengthen the construction of rural talents and provide a talent base for the development of the rural digital cultural tourism industry, and to create rural digital cultural tourism talent training bases that draw on a variety of educational resources and research organizations and routinely invite entrepreneurs, industry leaders, and other participants to provide lectures and training. In addition, it is crucial to strengthen the introduction of digital talents, draw in more young people with the help of policy, and develop rural industry. All these efforts must be done concurrently to promote the professional education of cultural tourism digitization, strengthen collaboration between universities and social enterprises, and realize the integration of industry, academia, and research talent cultivation. Finally, it is important to create an environment that fosters the growth of rural digital abilities. To provide a favorable environment for the development of professional talents, the government must establish a fair and impartial talent selection and evaluation system based on the characteristics of the cultural tourism industries and the actual state of the countryside, and adopt a variety of forms including competency evaluation, comprehensive testing, and practical testing.

4.4 Strengthen rural digital policy support

The digital policy is a key link and critical mechanism for enabling digital cultural tourism to promote rural regeneration. First, the security of rural cultural tourism digitization should be improved. The policy which was launched clarifies the responsibilities of the relevant subjects of digital rural governance in the secure protection of information and data. Simultaneously, digital technology should be used to collect information, improve rural data sharing laws and regulations, and provide a safe and stable environment for the digital development of the rural cultural tourism industry. Second, policy support for rural digital cultural tourism funds must be increased. Rural cultural tourism policy funds should be specifically invested in the development of rural cultural tourism demonstration projects, forming a good guiding effect, attracting more funds and talent elements to the countryside, and ensuring the capital investment required for the digital development of the rural cultural tourism industry. Third, the departmental linkage policy guidance mechanism must be improved. Government departments should introduce policies to promote the integration of intelligent public data platform construction in the countryside, accelerate the construction of the industrial brain, build a digital reform system, guide the various subjects to participate in the construction and integration of the digital economy and rural culture and tourism industry, and rely on the information platform to build a shared, collaborative effort.

5 Discussion

This study examines the mechanism by which digital cultural tourism can promote rural revitalization. It proposes the model and path for digital cultural tourism to promote rural revitalization and provides a reference for the development of rural digital cultural tourism. First, this study summarizes the role of digital cultural tourism in promoting rural revitalization and the mechanisms of four types of development patterns, including the models of digital cultural tourism promotes urban and rural integration and revitalization, digital cultural tourism promotes the characteristics of protection and revitalization, digital cultural tourism promotes the integration of agriculture, culture, and tourism, and finally, digital cultural tourism promotes the rural art revitalization. Previous studies mainly emphasized the logic, kinetic energy analysis and countermeasures of digital cultural tourism for promoting rural areas (He and Xu, 2022; Lv et al., 2022). By referring to the village classification scheme, this study extracted four rural development models from the perspective of digital cultural tourism, summarized the characteristics, scope, and development suggestions of each model, and analyzed the examples of Sanshenghuaxiang Tourist Zone in Sichuan Province, Cuandixia Village in Beijing, Luniao town in Hangzhou, and Sanhe Village in Chongqing. Finally, this study provides a theoretical basis for how to realize rural revitalization through the digital cultural tourism industry. Secondly, based on the current dilemmas in domestic rural tour industry digitization development and the literature on the model for digital culture tourism to promote rural revitalization as the foundation, this study proposed a practical path for digital cultural tourism to promote rural revitalization from the four aspects of product, technology, talents and policy, to optimize the development of rural digital cultural tourism that has important practical significance. Currently, the research achievements of digital cultural tourism and rural revitalization are relatively limited, and the integration of digital cultural tourism and rural revitalization has less research results. This study enriches the research results on digital cultural tourism and rural revitalization to help the country with the development of digital cultural tourism.

6 Conclusions and prospects

6.1 Conclusions

The digital cultural tourism sector depends on tourist endowment, is centered on cultural resources, develops cultural value, disseminates cultural material, markets cultural creativity, and realizes the digital reconstruction of the entire field of cultural tourism. This study examined the mechanism and model of digital cultural tourism for driving rural revitalization based on the perspective of digital cultural tourism, identified the opportunities and challenges, and finally proposed a course of action for using digital cultural tourism to promote rural revitalization. The findings can be summarized in four main points.
(1) Digital cultural tourism can effectively promote rural revitalization and is an important means for developing high-quality rural cultural tourism and building digital villages. The opportunities and challenges of digital cultural tourism for promoting rural revitalization coexist now. While policy leadership and the advancement of digital technology provide opportunities for the development of rural digital cultural tourism, the challenges to its development include a low level of digital technology, a lack of digital cultural tourism talents, insufficient innovation of digital cultural tourism products, and ethical and moral issues associated with digital security.
(2) Digital cultural tourism and rural revitalization are mutually promoting and feed off each other, creating resource paths, industrial paths, and functional paths through cultural revitalization, tourism development, and urban-rural mobility, to achieve elemental value addition, structural optimization, and functional enhancement, and ultimately boosting rural revitalization. Simultaneously, rural revitalization will release the vitality of digital cultural tourism, industrial prosperity, ecological livability, civilization, effective governance, and affluent life, which can provide a practical basis for the further development of rural digital cultural tourism and raise the level of development.
(3) Four models of digital cultural tourism are proposed for rural revitalization, including the models of digital cultural tourism for urban-rural integration and revitalization, digital cultural tourism for traditional village revitalization, digital cultural tourism for agriculture, culture and tourism integration and revitalization, and digital cultural tourism for arts revitalization. These models are based on the village classification system and results from previous academic research.
(4) Rural industry development is an effective path for enabling digital cultural tourism to empower farmers and rural common prosperity. Strengthening the development of rural digital technology, improving the quality of rural digital cultural tourism products, increasing the kinetic energy of rural talent revitalization, and improving rural digital policy support are practical paths by which digital cultural tourism can promote rural revitalization, which can comprehensively promote the development of the rural digital cultural tourism industry, achieve the goal of rural revitalization, and raise the level of rural revitalization.

6.2 Shortcomings and prospect

6.2.1 Shortcomings

First, this study relies heavily on qualitative literature analysis and does not employ mathematical or statistical methods to investigate how digital cultural tourism drives rural revitalization in China. Second, the research in this study has not yet penetrated the typical Chinese digital cultural tourism villages, and the mechanism of digital cultural tourism in rural revitalization has yet to be proven. Lastly, the references may not be comprehensive because the model of digital culture tourism for rural revitalization in this study primarily refers to the village classification scheme of the Rural Revitalization Plan (2018-2022) and the village classification methods of Chen et al. (2019) and Li et al. (2020).

6.2.2 Prospects

Digital cultural tourism offers a variety of ways for tourists to experience tourism products. which not only acts as a catalyst for the high-quality growth of the rural cultural tourism sector but also paves the way for its practical development. New growth areas for rural economic development will emerge with the gradual adoption of digital cultural tourism, and new channels for the dissemination of Chinese culture will be made available, utilizing the unique benefits of production digitization and dissemination networks to activate cultural heritage and tell the “Chinese story” (Zheng, 2020). Some areas for future focus are suggested in conjunction with the hotspots that are already in place.
One place to start is advancing the study of the theoretical implications of digital cultural tourism. The definition, concept, and boundaries of digital cultural tourism are still ambiguous, and some academics have classified it as a subset of the digital cultural industry (Zhang and Wu, 2022). Currently, there is a certain tendency for overheating and irrational components in digital cultural tourism activities (Dai, 2020). To fully examine and clarify the definition and bounds of digital cultural tourism, as well as to further study its theoretical implications, it will be necessary in the future to bring together experts from the fields of culture, tourism, sociology, and other related fields.
Second, strengthen the research on how digital cultural tourism drives China’s rural revitalization. The integration of culture and tourism in traditional villages promotes the integrated development of urban and rural areas and the comprehensive revitalization of rural areas (Tang et al., 2023c), while the integration of digital and cultural tourism industries effectively accelerates the linkage and integrated development of rural revitalization (Lv, 2020). Future research should focus on the mechanism, theoretical mechanism and development path of digital technology driving the integration of culture and tourism in traditional villages, and explore how digital cultural tourism drive rural revitalization from different perspectives, including the stakeholder perspective, the industrial development perspective, the common prosperity perspective, the Chinese modernization perspective, the Chinese regional perspective, and the cultural perspective. At present, most of the research on digital cultural tourism is qualitative. In the future, mathematical statistics, geospatial analysis, evaluation index system and other methods should be used to expand the research content of digital cultural tourism.

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