Sustainable Tourism Development in the Dimension of Nature Environment: A Case Study of Jiuzhaigou County, Sichuan Province

บทคัดย่อ

Tourism has become a significant export sector, with growing emphasis on rural destinations. In China, rural environments and cultural heritage are receiving increased attention within the context of sustainable tourism. This study examines sustainable tourism development in Jiuzhaigou County, Sichuan Province, with a focus on economic growth, cultural preservation, and environmental protection. The research objectives are: first, to identify key factors that promote sustainable tourism; second, to analyze stakeholder challenges in implementing sustainable tourism practices; and third, to explore strategies for enhancing sustainability. A mixed-methods approach was employed, combining qualitative interviews with local residents, community leaders, and tourism stakeholders to generate collaborative insights, and quantitative surveys to assess tourist preferences, local business impacts, and resident perspectives. Key findings reveal both opportunities and challenges in rural tourism development in China, underscoring the importance of balancing economic development with cultural preservation and environmental conservation. Active involvement of local communities in decision-making is crucial. Recommendations for tourism stakeholders include adopting responsible tourism practices, implementing certification programs, and further investigating cultural sustainability and the integration of technology in tourism. Ultimately, this study aims to guide rural communities toward sustainable tourism development, ensuring growth while safeguarding cultural and environmental integrity.