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Journal of Resources and Ecology >

2025 , Vol. 16 >Issue 4: 1231 - 1240

DOI: https://doi.org/10.5814/j.issn.1674-764x.2025.04.025

Special Column: Ecotourism and Rural Revitalization

The Dynamics and Interactive Mechanisms of Tourism Development in Ethnic Villages: A Case Study of Guilin’s Longji Rice Terrace Scenic Spot

  • SUN Lin , 1, 2 ,
  • QIN Liping 1 ,
  • CHEN Yanmin 1 ,
  • MENG Tianxia 1 ,
  • WANG Lingen , 2, *
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  • 1. School of History Culture and Tourism, Guangxi Normal University, Guilin, Guangxi 541001, China
  • 2. Institute of Geographic Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing 100101, China
*WANG Lingen, E-mail:

SUN Lin, E-mail:

Received date: 2024-09-18

  Accepted date: 2024-12-28

  Online published: 2025-08-05

Supported by

The Development Research Institute of Zhujiang-Xijiang Economic Belt(ZX2023020)

The Training Plan for Thousands of Young and Middle-aged Backbone Teachers in Guangxi Institutions of Higher Learning(2023QGRW011)

The Annual Research Project of Philosophy and Social Sciences in Guangxi(24JYC003)

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Abstract

Ethnic villages have become an integral part of rural tourism, celebrated for their folk culture and landscapes. With a case study of the Guilin Longji Rice Terrace Scenic Spot, this paper examines the impact of internal and external driving forces on tourism development in ethnic villages. It presents a dynamic mechanism model that elucidates the interplay between these factors and their impact on tourism growth. The findings indicate that tourism development in ethnic villages depends on seven main driving factors: the endowment of tourism resources, the aspirations and demands of villagers, the management and operation of enterprises, government support, market demands, competitive dynamics, and media exposure. Particularly, the driving factors of tourism development in ethnic villages present mutual influence, interpenetration, and interdependence characteristics. In light of these findings, the paper concludes with recommendations aimed at promoting the development of ethnic village tourism and contributing to rural revitalization.

Key words： ethnic village; tourism; dynamic mechanism; driving factors; Guilin

Cite this article

SUN Lin , QIN Liping , CHEN Yanmin , MENG Tianxia , WANG Lingen . The Dynamics and Interactive Mechanisms of Tourism Development in Ethnic Villages: A Case Study of Guilin’s Longji Rice Terrace Scenic Spot[J]. Journal of Resources and Ecology, 2025 , 16(4) : 1231 -1240 . DOI: 10.5814/j.issn.1674-764x.2025.04.025

1 Introduction

With the popularity of tourism in ethnic villages, researchers draw their attention to figuring out what affects the development of tourism in ethnic villages. While tourism development holds promise for enhancing local economies and fostering community empowerment in areas such as education and commerce (Strzelecka et al., 2017; Schmidt and Uriely, 2019; Su and Wang, 2020), challenges inevitably arise in the form of conflicting interests, inadequate management practices, ecological degradation, and property disputes (Weng and Peng, 2014). Additionally, concerns persist regarding the negative impact of oversimplification, standardization, and mass tourism practices on the unique cultural and environmental attributes of ethnic villages, thereby undermining their long-term sustainability (Liu, 2012). These researches present the deficiency in a comprehensive analysis of the interactive factors functioning in the tourism development of ethnic tourism. Addressing these issues necessitates a comprehensive examination of the underlying drivers of tourism development in ethnic villages and the proactive resolution of associated challenges to foster their revitalization.
This study collects primary data from Jinzhu Zhuang Village, Huangluo Yao Village, Guzhuang Village, and Ping’an Zhuang Village, which are in Longji Terrace, a scenic spot in Guilin. The research investigates the construction of tourism development dynamics and interactive mechanisms in ethnic villages. This investigation is conducted through a comprehensive analysis of the dynamics and interactive mechanisms of ethnic village tourism. This study is primarily concerned with three objectives: (i) To identify the internal driving factors affecting the development of ethnic village tourism; (ii) To examine the mechanism relationship between internal and external dynamic factors; (iii) To analyze how the internal and external driving mechanisms function and operate to affect the development of ethnic village tourism. The objective of this study is to provide strategies for the promotion of ethnic village tourism by offering theoretical insights and practical guidance, to provide assistance for the revitalization of rural China and ensure its sustainable growth.

2 Literature review

In recent years, research on the development of ethnic village tourism has garnered increased attention. Scholars emphasize the importance of analyzing tourism dynamics and interactions by integrating various factors, employing a combination of qualitative methods to understand impacts and quantitative approaches to ascertain statistical relationships (Zielinski et al., 2020). To foster the sustainable advancement of ethnic village tourism, it is essential to construct a model delineating the mechanism of development based on internal and external driving factors through an in-depth examination of their dynamics and interaction mechanisms (Chen et al., 2023). Internally, Carneiro et al. (2015) examined the characteristics of rural tourism, particularly landscape and interpersonal encounters, and investigated their potential contributions to sustainable development. Factors such as the natural, economic, and socio-cultural environment, infrastructure, and community engagement are considered influential for sustainability (Muresan et al., 2016). Externally, institutional arrangements by governments and tourism enterprises are viewed as enablers of rural tourism, with central and local governments guiding and managing tourism practices, respectively (McAreavey and McDonagh, 2011; Komppula, 2014; Liu et al., 2020). Giray et al. (2019) and others highlight the importance of understanding rural tourism marketing from the perspective of visitors and its sustainability. Using the ethnic villages in Guizhou Province as an example, Yao et al. (2020) identify the agglomeration space of ethnic village tourism driven by the “three major effects” of knowledge overflow, market overflow, and governmental activation. Feng and Yu (2018) examine Hakka tourism, identifying market dynamics, policy, and transportation as exogenous drivers, while resources, branding, and community engagement serve as endogenous drivers.
While scholars have dedicated considerable attention to the investigation of the factors that drive tourism development, including resources, community participation, cultural contexts, governmental and corporate involvement, and marketing, it is notable that many studies have focused on isolated elements without undertaking a comprehensive analysis or a systematic examination of the intrinsic connections between these elements. There is a lack of studies that have successfully constructed a comprehensive mechanism to enhance rural tourism vitality. Consequently, this research will concentrate on dynamic element analysis and correlations between driving factors to construct an integrated mechanism based on dynamic mechanism theory, correlation structure, and dynamic equilibrium in ethnic village tourism development. The aim is to foster the healthy and sustainable growth of rural tourism, particularly in ethnic villages, and contribute to advancing related research.

3 Methodology

Taking Longji Terrace scenic spot in Guilin City as an example, this paper collates the relevant data through field investigation and deep interview, and then analyzes the internal dynamic mechanism, external dynamic mechanism, and internal and external interactive development dynamic mechanism, and finally summarizes and concludes the paper, and provides targeted help for the tourism development of Longji Terrace scenic.

3.1 Case studies selection

In this study, four ethnic villages within the Longji Terrace area were selected as case sites, namely Jinzhu Zhuang Village, Gu Zhuang Village, Ping’an Zhuang Village, and Huangluo Yao Village. The selection was primarily based on the following considerations:
The Longji area boasts prominent local elements, with its ethnic villages exemplifying typical characteristics. With a history spanning over 2300 years, Longji Terrace has been inhabited by the Zhuang and Yao Ethnic Groups for generations, giving rise to dozens of villages characterized by distinct ethnic features and forming a landscape of “small settlements”. The ancestors of Longji Terrace cultivated the land using traditional farming methods, crafting the iconic “thousand-layer terraces” that define the terrace ecosystem within the natural geographical environment of Longji.
Longji is nestled amidst mountains, contributing to its relatively secluded environment and the preservation of the original appearance of local villages. Villagers continue to uphold traditional modes of production and living, fostering a harmonious coexistence between the villages and the surrounding ecological environment. Furthermore, Zhuang and Yao villages boast prominent ethnic customs, maintaining the traditional stilt-style architecture typical of the northern Guangxi region. Many aspects of Zhuang and Yao culture, including ethnic attire, folk performances, festivals, wedding rituals, sacrificial ceremonies, and unique culinary traditions, exhibit distinct ethnic characteristics. Traditional cultural practices such as the village-leader system and stone carving culture have been safeguarded, while intangible cultural heritage such as traditional embroidery craftsmanship thrives.
Longji has witnessed early tourism development, with mature tourism products and supporting infrastructure in place. Situated in Longji Town, Longsheng Autonomous County, Guilin, Guangxi, Longji Terrace commenced its tourism development in 1983, establishing itself as a renowned tourist destination in China with comprehensive supporting facilities. Villagers display a high level of enthusiasm for participation in tourism activities. Additionally, the construction of the Guilin-Sanjiang Expressway and National Highway No. 321 has significantly improved accessibility to Longji Terrace.

3.2 Overview of case studies

This study focuses on Longji Terrace as the research area, with four ethnic villages within its vicinity serving as case sites: Jinzhu Zhuang Village, Gu Zhuang Village, Ping’an Zhuang Village, and Huangluo Yao Village. Situated in Longji Town, Longsheng Autonomous County, Guilin, Guangxi Zhuang Autonomous Region, Longji Terrace spans an area of 70 km2 and is home to over 8000 residents. Inhabited by Zhuang, Yao, and other ethnic groups, Longji Terrace comprises six administrative villages: Longji, Ping’an, Dazhai, Jinjiang, Xiaozhai, and Zhonglu. The ancestors of Longji employed primitive farming techniques such as “farming with partners” to construct dams and terraced fields, transforming hilly areas into rice cultivation zones and earning the moniker of “1000- story sky ladder towards Longji”. Longji’s economy is primarily reliant on tourism and characteristic agricultural industries. Leveraging the local soil conditions, Longji has cultivated distinctive crops such as monk fruit and passion fruit, establishing a network of agricultural cooperatives Table 1.
Table 1 Tourism resources of the four ethnic villages in Longji Terrace
Ethnic village Population Tourism resources Product features
Jinzhu Zhuang Village 86 households and more than 380 people Golden bamboo forest, flagstone road, stone wall, Zhuang embroidery, The Zhuang Totem of King Moyi, Zhuang connected house, ancient village gate, stone dragon statue, ethnic singing and dancing stage, century-old well, century-old maple tree, century-old cedar tree group, etc. Focus on homestay reception: Develop programs such as homestay with special characteristics, Zhuang culture experience, and farming culture experience
Huangluo Yao Village 82 households and more than 310 people Wind and Rain Bridge, Yao Wooden Building, China Long Hair Science and Technology Museum, Long Hair culture, Red Yao clothing, Red Yao singing and dancing, Long Hair Festival, Drying Clothes Festival, etc. Focus on Red Yao singing and dancing performance and Yao folk custom experience: Develop Red Yao singing and dancing performances, long hair performance, homestay, long hair science and technology museum, etc.
Gu Zhuang Village Including Liaojia
Village, Houjia Village, and Pingduan Heping Village;
More than 300
households and more than 1200 people in total		 Main scenic spots of the terrace: Youlongxiajiang, Changgou, Shizu field, Qilongxiajiang, etc.;
Pan Tianhong Monument of incorruption, “Three Fish One Head” Stone Bridge, the former site of barracks, ten-thousand-year stone gate, Longquan Pavilion, “Taiping” cleaning tank, Century-old house, Feng-shui ancient trees, rice terraces, an ecological museum, stone carving culture, the Farming Festival, architectural culture, etc.		 Focus on terrace sightseeing and cultural heritage visits: Develop terrace ecological sightseeing, homestay, and display of long historical relics
Ping’an Zhuang
Village		 190 households and more than 800 people Main scenic spots of the terrace: Nine Dragons and Five Tigers Terrace, Seven Stars with the Moon, etc.;
Seedling Festival, March 3rd Festival, Drying Clothes
Festival, Longji water wine production techniques		 The main focus is on terrace sightseeing, catering, and accommodation: Develop terrace ecological sightseeing and homestays, etc.
The people of Longji epitomize simplicity, and each village boasts a unique ethnic culture. Traditional Zhuang and Yao singing and dancing performances, special culinary delicacies, and distinctive architectural styles are prevalent. The region hosts many festivals, including the Long Hair Festival in March, the Farming Festival in May, the Seedling Festival in June, and the Drying Clothes Festival in July. Longji serves as a vibrant hub of ethnic diversity, seamlessly blending natural and cultural landscapes. It has garnered recognition as an important cultural heritage site for agriculture in China, a national wetland park (pilot), and a significant destination for scholarly research in China.

3.3 Data sources

The research team conducted field investigations in Huangluo Yao Village, Jinzhu Zhuang Village, Gu Zhuang Village, and Ping’an Zhuang Village in Longji from June 3 to June 9 and October 2 to 5, 2022, to gather basic information data and assess the actual tourism development status of each village. Additionally, the team conducted semi-structured,
in-depth interviews with 12 individuals, including the manager of Longsheng Spring and Autumn Homestay Tourism Development Co., LTD., the Party Secretary of Gu Zhuang Village, the Party Secretary of Ping’an Zhuang Village, and the first secretary of the Jinjiang Village Party Committee (Jinzhu Zhuang Village and Huangluo Yao Village fall under the jurisdiction of Jinjiang Village), as well as 8 villagers from these four ethnic villages. The interviews aimed to comprehensively understand the villages’ basic information, local tourism development status, and the driving factors influencing tourism development.
The interview recordings and transcripts were meticulously organized into 8900 words, providing theoretical support for analyzing the factors affecting the development of tourism in ethnic villages and laying the foundation for constructing a dynamic mechanism to understand tourism dynamics within these communities.

4 Research findings and discussion

4.1 Research findings

This research integrates the practical development of ethnic village tourism in the Longji Terraced Scenic Area, delineating the dynamic mechanism of ethnic village tourism development into two primary levels: the internal and external driving mechanisms. At the internal level, key driving factors include tourism resource endowment, villagers’ interests and demands, and enterprise operation and management. At the external level, factors encompass government support, media publicity, market demand, market competition, and others. These seven power factors exhibit characteristics of mutual influence, interpenetration, and interdependence, collectively shaping the trajectory of ethnic village tourism development.

4.1.1 Internal driving factors

4.1.1.1 Tourism resource endowment

Tourism resource endowment serves as the cornerstone of tourism development, underpinning the creation of compelling attractions. High-quality tourism resources play a pivotal role in enhancing the overall quality and benefits of tourism destinations (Jiang, 2018). Leveraging the distinctive and unique resources inherent in ethnic culture and tourism, the ethnic villages within the Longji Terrace capitalize on these advantages to foster rural tourism and uncover a plethora of distinctive cultural elements. These include the iconic “column-like” stilt residential buildings, the breathtaking terrace landscapes, the enchanting Zhuang and Yao folk songs, traditional dances, and elaborate costumes. Through the preservation and development of culture with ethnic characteristics, as well as the exploration of deeper cultural connotations and values, these villages facilitate the seamless integration of ethnic culture and the tourism industry. Consequently, this internal impetus bolsters the development of ethnic groups and lays the essential groundwork for local tourism development.
The ingenuity of Longji’s ancestors is reflected in the creation of its magnificent terraced landscapes. For instance, the striking elevation difference of 500 m between the highest and lowest levels of the terraces in Ping’an Zhuang Village renders them particularly spectacular compared to neighboring villages. Landmarks such as “Seven Stars with the Moon” and “Nine Dragons and Five Tigers” have garnered acclaim both domestically and internationally. Meanwhile, Gu Zhuang Village boasts scenic attractions such as Youlongxiajiang, Changgou, Shizu Field, and Qilongxiajiang, enveloped by terraces. Furthermore, the folk culture of Longji’s ethnic villages is vibrant and diverse, characterized by distinctive features. Retaining a robust Zhuang and Yao ethnic culture, Ping’an Zhuang Village, Gu Zhuang Village, and Huangluo Yao Village all preserve the iconic stilt-style architecture typical of northern Guangxi. UNESCO recognized the “stilt-style” Zhuang stilted houses in Jinzhu Zhuang Village in 1992 as the “Model of Zhuang Village”. Gu Zhuang Village is renowned for its white Zhuang costumes adorned with intricate ethnic embroidery, featuring motifs of flowers, phoenixes, butterflies, birds, animals, insects, and fish, showcasing the rich cultural heritage and reverence for nature. Additionally, the Red Yao women of Huangluo Yao Village are skilled artisans, proficient in various handicrafts such as embroidery, brocade, and batik, adorning their vibrant costumes with exquisite embroidery.

4.1.1.2 Interest demand of villagers

Villagers play a pivotal role as key stakeholders in ethnic area tourism, actively contributing to and benefiting from its development (Li, 2017). The interests and demands of local villagers serve as crucial driving forces for the advancement of ethnic village tourism. Through tourism development, villagers aspire to stimulate local economic growth, augment income streams, secure employment opportunities, and enhance the ecological integrity of their communities. Additionally, they shoulder the responsibility of preserving their ethnic culture.
(1) Economic benefits
Tourism’s economic impact is a vital metric for assessing its development. Leveraging unique natural and cultural assets, ethnic areas harness their tourism resources to alleviate poverty, stimulate related industries, and foster cultural and tourism integration. Villagers actively engage in tourism services, such as hosting accommodations or selling local products to visitors, thereby reaping economic rewards. Moreover, villagers often take on managerial roles in tourism development, participating in revenue-sharing agreements with tourism companies. For instance, in Longji Terrace’s core scenic spots, villages collaborate with tourism enterprises to share ticket and parking revenue. Additionally, various initiatives such as bed-and-breakfast operations, farmhouse experiences, and cultural performances contribute to villagers’ economic prosperity.
(2) Social benefits
Tourism development generates employment opportunities, reducing migration and strengthening community cohesion. Villagers gain valuable knowledge and interpersonal skills through interactions with tourists, fostering personal growth and fulfillment. Moreover, a shift towards “Amphibious Farming” allows villagers to balance agricultural pursuits with seasonal tourism-related work, promoting sustainable livelihoods. Furthermore, rural tourism facilitates urban-rural integration, narrowing socioeconomic disparities and fostering mutual understanding between urban and rural populations (Gong, 2010).
(3) Ecological benefits
The pristine ecological environment of ethnic villages serves as a major draw for rural tourists. Villagers recognize the importance of environmental preservation in sustaining high-quality tourism and prioritize ecological conservation efforts. Tourism development initiatives, such as infrastructure improvements and waste management practices, contribute to a cleaner and more sustainable village environment. Notably, responsible tourism practices in Longji Terrace ensure the preservation of its magnificent terraced landscapes while enhancing the overall well-being of villagers.
(4) Cultural benefits
Tourism development plays a pivotal role in safeguarding and promoting local cultural heritage. Through tourism, villagers celebrate and preserve traditional Zhuang and Yao ethnic cultures, fostering a sense of pride and identity. Initiatives like the Gu Zhuang Village Ecological Museum provide platforms for cultural preservation and education, showcasing the rich heritage of the Zhuang ethnic group. Furthermore, efforts to protect intangible cultural assets, such as traditional crafts and festivals, ensure the continuity of cultural traditions and instill cultural confidence among villagers. In summary, the multifaceted benefits of tourism development in ethnic villages encompass economic prosperity, social well-being, ecological sustainability, and cultural preservation. By harnessing these benefits, ethnic communities in destinations like Longji Terrace are committed to holistic development while celebrating and cherishing their unique cultural heritage.

4.1.1.3 Enterprise operation management

Tourism enterprises are primarily profit-driven entities that integrate tourism resources and offer tourism products (Li and Zhao, 2020). While pursuing profitability, these enterprises also shoulder social responsibilities, considering the welfare of local villagers. They provide employment opportunities, support community infrastructure development, and safeguard traditional ethnic cultures. Moreover, enterprises adopt professional management practices and leverage technology to facilitate the sustainable development of ethnic villages.

4.1.1.4 Enterprise investment

Tourism enterprises are pivotal in driving tourism development in ethnic areas through investment, profit distribution, and project management. By collaborating with local communities, these enterprises create job opportunities, thereby stimulating economic growth and poverty alleviation efforts. For instance, in Jinzhu Zhuang Village, Guilin Longsheng Spring and Autumn Homestay Tourism Development Co., Ltd., manages characteristic homestays, providing employment to villagers and fostering local economic development. Similarly, Guilin Long Hair Village Museum Co., Ltd., introduced to Huangluo Yao Village, promotes cultural heritage preservation while generating economic benefits through tourism initiatives.

4.1.1.5 Technology support

Science and technology serve as catalysts for rural revitalization and cultural integration, enhancing the economic vitality of ethnic areas (Qin, 2021; Zhao and Wang, 2022). Tourism enterprises leverage modern technology to enhance tourists’ experiences, facilitate cultural inheritance, and promote agricultural development. For example, Guilin Long Hair Village Biotechnology Co., Ltd., established the China Long Hair Science and Technology Museum in Huangluo Yao Village, showcasing Red Yao’s cultural heritage and promoting hair care products. By integrating technology and culture, enterprises enhance the tourism infrastructure and stimulate local economic growth and cultural preservation.
In conclusion, tourism enterprises play a crucial role in driving economic growth, promoting cultural preservation, and fostering sustainable development in ethnic villages. Through strategic investment and technological innovation, these enterprises contribute to the holistic development of tourism destinations while ensuring the well-being of local communities.

4.1.2 External driving factors

4.1.2.1 Government support

Local governments are crucial in guiding, supporting, and regulating tourism development in ethnic villages, as well as providing policy support, financial assistance, and investment promotion to stimulate economic growth and cultural preservation. Specifically, their roles can be categorized into three aspects.
(1) Policy support
The Chinese government emphasizes preserving and developing traditional ethnic cultures and has enacted various policy documents to support rural revitalization and tourism industry development. For example, the “Strategic Plan for Rural Revitalization” and the “14th Five-Year Plan for Tourism Industry Development” provide frameworks for promoting tourism in ethnic villages. Under the guidance of these policies, Longji Terrace has innovated new development models such as “tourism + poverty alleviation” and “tourism + agriculture”, effectively integrating rural revitalization with tourism development.
(2) Financial support
Local governments allocate funds to support infrastructure development, ecological conservation, and cultural preservation in ethnic villages. For instance, projects funded by the Guangdong-Guangxi Financial Assistance Fund have contributed to the construction of ethnic characteristic bridges, corridors, and tourist facilities in Longji Terrace. These investments enhance the tourism infrastructure and benefit local villagers by promoting economic development and improving living standards.
(3) Investment promotion
Governments actively attract tourism enterprises to invest in ethnic villages, encourage entrepreneurship among young and middle-aged individuals, and facilitate land transfer and cooperative establishment to enhance villagers’ capacity for tourism development. Moreover, the government organizes training programs to improve villagers’ service skills and stimulate their enthusiasm for tourism development. For example, the Long Hair Village poverty alleviation project in Huangluo Yao Village was initiated by the Guilin municipal government, promoting rural revitalization through integrated agriculture, culture, and tourism development.
Additionally, due to the unique characteristics of ethnic villages, market monopolies and failures cannot be effectively addressed solely through market regulations. Therefore, governments play a crucial role in supervising and coordinating tourism economic activities to ensure equitable development and cultural preservation (Xiao and Zhao, 2012). Through proactive intervention and regulation, governments contribute to sustainable tourism development in ethnic villages while safeguarding the interests of local communities and preserving cultural heritage.

4.1.2.2 Media publicity

With its rapid dissemination and wide-reaching impact, media publicity has emerged as a pivotal method for scenic spots to disseminate tourism information, enhance their reputation, and broaden their influence. Audiences favor open, timely, flexible, and personalized media promotion strategies, particularly in the context of fierce market competition. Online media platforms, known for attracting high-quality traffic, play a crucial role in supporting tourism marketing and publicity efforts, facilitating diverse communication channels, and precision marketing initiatives (Zhao, 2022). Leveraging the extensive reach and significant influence of official media channels, Longji Terrace disseminates tourism-related content such as videos, images, and introductions through its official website and WeChat Official Account, managed by relevant publicity departments and Longji Tourism Corporation, to attract potential tourists.
Moreover, villages have increasingly diversified their publicity methods, moving away from traditional approaches and embracing new channels. For instance, Jinzhu Zhuang Village has established official accounts on short video platforms like Kuaishou and TikTok. By creating and sharing short videos depicting local daily life and live broadcasts showcasing Zhuang ethnic culture, including architectural traditions, clothing styles, and agricultural practices, these villages aim to attract tourists. Compared to traditional offline tourism promotion methods, the adoption of diverse social media platforms has generated significant external momentum for the tourism development of ethnic villages. The proliferation of tourism publicity channels has also broadened the market reach of scenic spots, facilitating increased visibility and engagement among potential visitors.

4.1.2.3 Market demand

The scale and trajectory of the tourism market directly shape the dimensions of tourism destinations and guide the trajectory of tourism development (Deng et al., 2017). To align tourism products with market demand, ethnic village tourism must first clarify its primary developmental drivers and market scope, enabling effective positioning in the tourism industry. Furthermore, with the diversification of the tourism economy, leisure consumption has surged, with individuals increasingly seeking emotional tourism experiences such as reconnecting with nature, escaping from urban life, immersing themselves in folk culture, embracing ecological environments, and experiencing the distinct cultural heritage of ethnic villages. Tourists are increasingly focused on deriving physical and mental satisfaction and happiness from their tourism activities.
The demands of the tourism market drive the development of tourism products and contribute to aligning and stimulating latent market demand in return (Jia, 2021). Ethnic villages should adhere to five key development principles—innovation, coordination, sustainability, openness, and inclusivity—and adopt diverse tourism development models based on their resource endowments (Zhong and Pi, 2020). Evolving tourist preferences necessitate ongoing updates and innovations in the tourism products and services offered by ethnic villages. Consequently, the demands of the tourism market serve as a crucial catalyst for the continued development of ethnic village tourism.
Renowned as an international tourist destination, Guilin boasts breathtaking landscapes, rich ethnic tourism resources, and a profound historical heritage. Longji Terrace has emerged as a preferred destination for tourists visiting Guilin due to its captivating natural environment and unique cultural offerings. Over more than two decades of tourism development, Longji Terrace has seamlessly integrated natural ecological landscapes, immersive folk culture experiences, and leisure activities. The array of tourism offerings includes leisure agriculture, handicraft industries, and other diversified forms of tourism (Wu and Luo, 2020).

4.1.2.4 Market competition

Tourism in many ethnic villages across China primarily revolves around sightseeing and cultural experiences. However, due to the similarity of tourism resources and ecological landscapes, as well as the offering of similar tourism products and cultural activities, the homogenization of ethnic village tourism inevitably intensifies competition within the tourism market. Additionally, Longji Terrace faces competitive pressures from other similar tourism destinations, such as Chengyang Eight Villages in Liuzhou, Miao Village in Rongshui, Thousand Miao Villages in Xijiang, Qi Shuping Qiang Village, and Liannan Sanpai Yao Village in Guangzhou.
To acquire and sustain competitive advantages, tourism enterprises must adjust their tourism products accordingly based on the competitive landscape of different ethnic villages. Furthermore, they should enhance innovation in tourism products and services to align with the unique characteristics of local tourism resources. Continuously expanding into new tourism markets is also essential to enhance market share. Consequently, the intense market competition perpetually drives innovation and advancement within ethnic village tourism.

4.2 Discussion

The tourism dynamic mechanism represents a coordinated program involving the collaboration of various driving factors. Both the internal and external driving factors of ethnic village tourism exhibit characteristics of mutual influence, mutual penetration, and interdependence, where they interact and coexist. All forces and elements of tourism development in ethnic villages are organized together within a certain structure. Based on the seven driving factors outlined earlier, the dynamic mechanism of tourism development in ethnic villages can be schematically represented, as shown in Figure 1.
Figure 1 Dynamic mechanism model of tourism development in ethnic villages
In the above figure, the dynamic mechanism of tourism development in ethnic villages represents the process and outcome of the coordination and interaction of various factors. Among these factors, the internal drivers of tourism development in ethnic villages encompass a series of elements, including tourism resource endowment, villagers’ interest demands, and enterprise operation and management. These internal factors serve as the foundation for promoting stable tourism development within ethnic villages. On the other hand, the external factors of tourism development in ethnic villages consist of government support, market competition, media publicity, and market demand. Both internal and external factors work together synergistically to provide a core driving force for tourism development in ethnic villages.
Firstly, the internal and external driving factors of tourism in ethnic villages exert mutual influence on each other. Local governments provide policy and financial support for tourism development in ethnic villages while also inviting investment and introducing tourism enterprises. These enterprises, leveraging the advantageous location of Longji Terrace and ethnic tourism resources, focus on market demand and develop tourism products tailored to entertainment, leisure, sightseeing, and health experiences. Meanwhile, they adapt their product supply and leverage modern technology to stimulate the potential of the ethnic village tourism market. With government and enterprise encouragement and support, villagers actively engage in tourism activities, generating income through homestays, renting houses, performances, and agricultural product sales, thereby maintaining the tourism image of ethnic villages. Furthermore, increased media exposure expands the influence of ethnic village tourism. The emergence of competitors and market changes prompt adjustments in the goals and strategies of tourism development, fostering resource integration and development in local villages. Additionally, tourism companies’ marketing strategies evolve iteratively to create opportunities aligned with villagers’ interests.
Secondly, the internal and external driving forces of ethnic village tourism penetrate each other. Driven by their interests, villagers utilize ethnic tourism resources to connect tourism enterprises and the government. These three parties coordinate and collaborate in developing, operating, and managing tourism projects in ethnic villages. The government primarily provides policy support, increases investment in infrastructure, and fosters innovation and entrepreneurship platforms to establish tourism brands. It guides market competition to meet tourism market needs in ethnic villages. Moreover, the effective utilization of tourism resources promotes large-scale operations in ethnic village tourism. Here, the internal driving force focuses on resource integration, showcasing the cultural tourism connotation of ethnic villages, while external driving factors provide technical and financial support, actively supporting internal driving force development. This interrelation and penetration of internal and external driving factors jointly propel tourism development in ethnic villages.
Thirdly, the internal and external driving forces of ethnic village tourism are interdependent. The dynamic mechanism of tourism development in ethnic villages does not simply segregate into internal and external driving mechanisms; rather, internal and external factors coexist and collaborate to integrate ethnic village tourism development. With increasing market demand for ethnic village tourism, villagers seek economic, social, cultural, and ecological benefits through tourism development. Government support, market demand, and competition pressure encourage tourism enterprises to leverage ethnic village tourism resources, develop unique programs, and innovate with modern technology. The exchange and reorganization of tourism resource elements, adjustment of villagers’ comprehensive benefits, and introduction of new scientific and technological forces continuously propel ethnic village tourism development. Ultimately, the internal and external driving factors mutually benefit and depend on each other, fostering a holistic approach to tourism development in ethnic villages.

5 Conclusions and implications

5.1 Conclusions

The study conducted field investigations and in-depth interviews to understand the tourism development status and driving factors of four typical ethnic villages within the Guilin Longji Rice Terrace Scenic Spot. Based on this data, a system model of the motive mechanism in ethnic villages was constructed using the theory of dynamic mechanisms. Finally, development suggestions were proposed for integrating culture and tourism in ethnic villages.
The findings highlight the interconnectedness of internal and external driving factors in influencing ethnic village tourism. Sustainable development in these villages relies on the cooperation of multiple factors, driving forces, and interest groups, surpassing the limitations of single factors or interest groups. To foster sustainable tourism development, effective communication mechanisms should be established within ethnic villages to facilitate mutual support and consultation among stakeholders.
Moreover, timely and efficient information dissemination to stakeholders, including villagers, enterprises, and the government, is crucial to fully engage them in ethnic village tourism. It is essential to stimulate their motivation and enthusiasm for participation.
Furthermore, stakeholders’ interests should be carefully considered, and efforts should be made to strengthen the linkage and complementarity of internal and external dynamic mechanisms. By doing so, the sustainable development of ethnic village tourism can be promoted effectively.

5.2 Implications

First, ethnic villages integrate tourism resources and broaden the industry chain. Integrating the diverse resource elements of ethnic village tourism is paramount to expanding the tourism industry chain. As social development accelerates, new consumer demands for ethnic village tourism emerge, challenging traditional business models. To address this, continuous exploration of tourism resources and consumer preferences, combined with the rich culture of ethnic villages and natural features, is essential. For instance, leveraging the terraced landscape for cultural farming experiences or introducing sightseeing sketch tours and outdoor sports like hiking and cycling can enhance the tourism appeal. Each village within Longji Terrace can develop unique traditional handicrafts, special foods, and cultural products, aiming for the “one village, one product” goal to diversify the tourism industry chain and stimulate the economy of ethnic villages.
Second, ethnic villages strategically explore cultural distinctiveness to cultivate distinctive cultural brands. By systematically identifying unique cultural attributes and promoting cultural IP clusters, this approach not only optimizes marketing ecosystems but also drives sustainable regional economic growth. To meet diverse market demands and bolster competitiveness, timely adjustments to tourism development strategies are crucial to establishing characteristic cultural brand images for ethnic villages. For example, Jinzhu Zhuang Village has leveraged regional cultural resources to create a five-star-rated national homestay and a pastoral leisure demonstration site, enhancing the tourism appeal of Longji Terrace. Meanwhile, Gu Zhuang Village and Ping’an Zhuang Village capitalize on their unique terrain to develop breathtaking terrace landscapes and geographical indication products such as the “Longji Four Treasures”, thus enhancing the reputation of Longji Terrace. Furthermore, through digital image technology for cultural IP development and “enterprise + cooperative” marketing model, these ethnic villages have built an integrated production-supply-sales chain, continuously elevating the international reputation of this destination.
Third, ethnic villages develop innovative tourism-quality products. Further development of innovative tourism quality products is imperative, leveraging high-tech solutions and new ideas to meet evolving consumer preferences. For instance, Huangluo Yao Village has successfully transformed traditional ethnic village resources into innovative tourism industries through the promotion of products like “Longshen Rice”, “Ancient Tree Black tea”, and “Long Hair Village Shampoo”. Additionally, effective management and integration of characteristic planting, health, and tourism resources are essential to ensure the sustainability of ethnic villages.
Fourth, ethnic villages protect and inherit traditional culture in ethnic villages. Prioritizing the protection and inheritance of traditional culture in ethnic villages is crucial for sustainable tourism development. Preservation efforts should consider the economic well-being of villagers and the preservation of their original lifestyle and ethnic customs. This involves maintaining the authenticity of ethnic village culture through reasonable planning of scenic spots and ancient dwellings.
Furthermore, organizing characteristic activities and festivals that blend folk culture with tourism, such as the “Seeding Festival” during the “March 3 Singing Festival,” helps preserve and promote traditional cultural practices. Additionally, the discovery, inheritance, and development of Longji’s traditional ethnic handicrafts and intangible cultural heritage are vital for enhancing villagers’ sense of identity and belonging while strengthening national self-confidence. Establishing an effective inheritance and protection mechanism at the governmental level is essential for safeguarding the traditional culture of ethnic villages.

References

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