Sustainable rural tourism development: Perspectives from an institutional logic
Prof. Maoying WU
Associate Professor, School of Management
Zhejiang University
Date: 25 April 2025 (Friday)
Time: 10:30 – 12:00
Venue: E22 – 1067
Medium of Instruction: Chinese (中文)
Host: Prof. Yuansi HOU, Associate Professor in Integrated Resort and
Tourism Management
Abstract
The sustainable development of rural tourism is a hybrid of industry development and social governance and the result of the collaborative work among multiple stakeholders. This study first identifies key stakeholders for the sustainable development of rural tourism: rural collective economic organizations, rural small and micro enterprises, villagers and tourists. Grounded on the theory of institutional logic, it then analyzes the action logics of each stakeholder, namely community logic, market logic, endogenous logic and co-creation logic. Based on a series of empirical studies, it analyzes the paths and driving mechanisms by which different stakeholders participate in the development and governance of rural tourism industry: the organizational path of rural collective economic organizations, the responsibility-based path of rural small and micro tourism enterprises, the citizenship path of villagers and the internalization path of tourists.
Speaker
Wu Maoying is a Professor of Tourism at School of Management, Zhejiang University. Her main research interests include rural governance and rural tourism, small tourism business management, cultural creativity and innovation. She has been the principal investigator for three national research grants and several provincial level grants. She has published more than 120 papers in high-quality peer-reviewed journals, including Tourism Management, Journal of Travel Research and Annals of Tourism Research. She has also been awarded as Stanford/Elsevier Top 2% Scientists from 2021 to 2024.
All are welcome!
