Are all rural areas suitable for tourism? Developing a rural tourism suitability evaluation indicator model

Abstract

Over the past three decades, rural tourism has evolved rapidly into a key strategy for promoting sustainable development in rural areas and has become a significant focus of tourism research. It contributes not only to rural revitalization and economic diversification but also to the preservation of natural and cultural resources. However, the existing evaluation systems for assessing rural tourism suitability remain fragmented and insufficient, often lacking scientific rigor, comprehensiveness, and practical applicability. To address this gap, this study develops a suitability evaluation model comprising five criteria and twenty-eight indicators, integrating both qualitative and quantitative dimensions. Based on case studies of three rural tourist destinations in China at different stages of development, this study identifies environmental and infrastructure factors as the most influential determinants of rural tourism suitability. The findings reveal considerable variations in how destinations at different stages present and manage their suitability attributes, indicating the need for context-specific planning and development strategies. This paper enhances the theoretical understanding of rural tourism suitability assessment and proposes a systematic, scalable framework to inform future studies. By clarifying the key indicators and evaluation mechanisms, this study provides practical guidance for stakeholders across the public, private, and voluntary sectors engaged in rural tourism development and policymaking.