Rural tourism development path under the perspective of industrial integration—Case study of Tangwan township, Guixi City

With the improvement of people’s economic income and the upgrading of tourism consumption demand, rural tourism is becoming more and more popular. Although the rural tourism industry is emerging all over the world, how to realize the high-quality development of the rural tourism industry is still a complex systemic issue. The integrated development of the industry is an important way to realize the high-quality development of the industry; therefore, this study tries to discuss the path of the integrated development of the rural tourism industry by analyzing the micro-case study. For the case study, the authors chose Tangwan Town, a rural tourism town in Guixi City, Jiangxi Province, China. We collected relevant qualitative and quantitative data through questionnaires, field research, and interviews, based on which we analyzed the SWOT and the obstacles to industrial development at the case site and gave suggestions on the path of integration development at two levels. Through the empirical study of the case study, we summarize the four priorities in the integrated development of the rural tourism industry, which are capital, operation, resources, and talents. This study further provides management implications for tourism management, visitor experience, and the further development of the rural tourism industry.