Cultural Integration and Rural Tourism Development

Abstract

Rural tourism plays an increasing role in maintaining sustainable rural development. Integrating culture into rural tourism is multifaceted. Local communities have often been regarded as homogeneous, and different voices within them are selectively presented or re-interpreted by those in power. A better understanding of how and why cultures are integrated into rural tourism is urgently needed. This paper aims to investigate (1) the aims and motives of tourism managers to integrate cultural concepts into rural tourism; (2) who has participated in the cultural integration process; and (3) how cultures have been integrated into rural tourism. Based on a scoping literature review, we found that cultures could add more attractions, such as historical heritage, artwork, cultural landscape, customs, food, and language, to the natural landscape and bring more tourists to rural areas. However, integrating cultures into rural tourism is not always successful. Conflicts of interest among different stakeholders are also often found. Some of the worst cases of cultural integration have even destroyed the original natural landscape and local cultures. While cultural integration is complicated, injustice and perverse effects do not have to be a consequence of integrating cultures into rural tourism. Multi-way communication among tourism providers, managers, and consumers can mitigate disruptive outcomes and unlock positive social outcomes.