Understanding Rural Tourism Gentrification Through Ethnography

This chapter details the qualitative, multi-site ethnographic approach used to understand the practices of RTMs in China. The research answers three key questions: who are RTMs and why do they come to rural areas, how do they shape the rural landscape, and what are their relationships with local residents. Data was collected through interviews with government officials, RTMs, and residents; participant observation; and analysis of policy documents. The study was conducted in four “prototypical" villages across Zhejiang and Sichuan provinces, chosen for their leading roles in rural tourism development. The goal was to gain an in-depth understanding of the phenomenon by comparing findings across locations.