Commercialization of Rural Tourism and Rural Transformation

Authors: TSUNG-CHIUNG WU*,
Topics: Tourism Geography, Rural Geography, Asia
Keywords: Rural Tourism, Rural Transformation, Commercialization, Commodity Chain, Commodification
Session Type: Paper
Day: 4/4/2019
Start / End Time: 1:10 PM / 2:50 PM
Room: Maryland C, Marriott, Lobby Level
Presentation File: No File Uploaded


Rural tourism is one of the main drives for the changes in rural communities. The process of commercialization is unavoidable while local resources are used for the purpose of rural tourism under the diversification of rural economics. The primary goals of rural tourism are to revitalize rural economics. The transformation of rural economics from traditional agriculture to multi-function (including tourism) would not only results in economics consequences, the rural landscape, and local culture, society, politics, and living quality will be changed accordingly.
This study intends to understand the commercialization of rural tourism products and its reforming on various aspects of rural transformation. The model of “Commodity Chain” is applied to scrutinize the commercialization of rural tourism products, and to model the process from production to consumption. The analysis and discussions of rural tourism commercialization will further focus on the issues regarding rural transformation - the distribution of economic consequences; the changes on local culture and society; and critical factors for distributing the consequences of rural tourism commercialization. Study results contributes to strengthen the academic discussions on rural tourism and rural changes, and will also provide practical suggestions for the establishments of rural tourism and the governance of diversifying rural economy.

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