Exploring the Factors of Rural Tourism Recovery in the Post-COVID-19 Era Based on the Grounded Theory: A Case Study of Tianxi Village in Hunan Province, China

Abstract

Effective recovery of rural tourism in the post-COVID-19 era could consolidate achievements in poverty alleviation and promote rural revitalization in China. In order to explore the factors influencing the rural tourism recovery from the COVID-19 crisis, this explorative–qualitative study chose Tianxi village in Hunan province of China as a typical case, as it has been officially selected as one of the key national villages for developing rural tourism. It was found that the process of rural tourism recovery in the post-COVID-19 era consists substantially of the development and evolutionary resilience in rural tourism. In the proposed theoretical model, the governance capability of local governments, robustness of rural social networks, activeness of rural talent, innovativeness of development mechanisms, and persistence of resilience cultivation are all essential factors throughout this process. Evolutionary resilience of rural tourism could enable destinations to manage unpredictable crises and even to seize novel development opportunities.