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This study focuses on rural tourism as one way to combine the needs ofurban and rural residents, and to help urban and rural residents reaffirmand deepen their understanding of each other’s local attractions.Since 2016, the central and local governments have introduced a numberof support policies for rural tourism, and large amounts of capital haveflowed into rural areas; the February 2017 Central No.1 letter, as well asthe May 2017 notification from China’s Ministry of Finance, have promotedinitiatives for urban-rural exchange mediated by the “Rural CompositeBody”.This paper, therefore, takes up the case of the Meilinongyeyuan RuralComposite in Nanning, Guangxi, to examine the social and economicfunctions of rural tourism, which have not been fully clarified until now.Specifically, based on the results of a survey on the current status andissues of rural tourism in Nanning, we hope to clarify the social andeconomic roles of rural and urban tourism, forms of exchange, and spillovereffects on the region, as well as to assist in research on the development ofrural tourism currently being undertaken in many regions of China.

In China, rural tourism plays an important role as an industry for ruraldevelopment. However, the overall rural tourism market is becomingincreasingly competitive due to the increase in the number of regionsentering the market, and building long-term relationships with tourists whorepeatedly visit tourist destinations is an important issue.In light of these circumstances, this paper aims to understand touristsʼperceptions of rural tourism using the results of a questionnaire targetingtourists, and then, through the IPA analysis method, analyze the differencebetween the level of importance before the act of tourism consumptiontakes place and the level of satisfaction after consumption, in order tounderstand the factors considered important and the level of satisfactionwith them from an overall perspective. The purpose of this study is tounderstand the importance of tourism from a comprehensive perspective.Through this analysis, suggestions regarding the improvement of theattractiveness of tourist attractions, the maintenance and expansion of thenumber of tourists, and the attraction of new customers will be clarified.

In recent years, rural tourism has been emphasized as a part of ruraldevelopment in China.However, it is true that rural tourism in China has achieved rapiddevelopment and is making a great contribution to the development ofChina’s rural economy, but the economic rights of local farmers are oftenthreatened, and the rapid increase in the number of tourists has causeddeepening local environmental pollution. In particular, many farmers havelost their right to use their farmland due to development, resulting in arapid increase in the number of farmers suffering from low income. As aresult, the incomes and livelihoods of local farmers remain as low as ever,and the challenges of securing profits for the farmers themselves anddistributing the profits from tourism have deepened.This paper examines, based on a field survey, the issues of farmers’occupation, guaranteeing the rights of farmers who lost their farmland dueto development, and profit sharing of tourism revenue in Yulin City,Guangxi, China, which has been rapidly transformed into a touristdestination in recent years.In conclusion, it is argued that the will of the local farmers and theguarantee of their economic interests are important in rural tourism inChina.

本資料は日本学術振興会科研費(基盤研究 C)「農村観光におけるコロナ受難下の意思決定と事業変容の研究」(21K12452)の成果である。