Exploration of High-quality Development Models for Tourism-oriented Ethnic Villages Under the Context of Rural Revitalization: A Case Study of Datong Painted Village in Le’an, Jiangxi

Abstract

The strategic initiative for rural revitalization aims to harmonize with local cultures and customs, emphasizing regional characteristics and rural features. The five-in-one construction of rural tourism resonates with the overall requirements for rural revitalization. Utilizing qualitative research methods, this study investigates tourism-oriented ethnic villages through literature review, field surveys, and on-site interviews. It aims to unveil the process characteristics and mechanisms behind the high-quality development achieved by Datong Painted Village—a She ethnic township—between 2021 and 2023 under the guidance of tourism. Datong Painted Village was established in 2019, driven by party leadership and adapting strategies to local conditions under the backdrop of rural revitalization. In 2021, Datong Village focused on breaking through the underdevelopment of its tourism economy and the lack of deep integration with other industries, initiating a "Tourism+" development model. This model integrates agriculture, distinctive clothing, traditional dances and music, and traditional residential houses into its tourism products and services, facilitating an organic combination of multifaceted industries and generating significant synergistic effects. The research suggests that the high-quality development model of "Tourism+" in Datong Painted Village is achieved through the synergistic efforts of multiple parties including party leadership, farmer initiatives, and corporate participation.