The Impact of Social Innovation and Perceived Values Towards Cultural Tourism in Rural Villages in Anhui, China


  • Kanyamon Kanchanathaveekul
  • Wannaporn Buddhapoompitak
  • Wanlapha Srithongphim
  • Hassachai Tangmungmee


social innovation, perceived values, creative tourism


This study investigates the influence of social innovation and perceived values in creative tourism in China. Using a mixed-methods research design, the study focuses on travelers and community leaders in rural areas. The results show significant differences social awareness and innovative collaboration. The study also evaluates the structural validity of a questionnaire using Pearson correlation coefficients and validated factor analyses. The findings have implications for tourism destination growth and policies in rural villages in Anhui, China. Primary contributors to a community's status as a creative tourism include social innovation, value perception, creative tourism, local management, responsible tourism practices, and collaboration with local businesses and stakeholders. Social innovations, involving cooperation and solutions to societal problems, can overcome tipping points in three phases, influencing tourism development by examining characteristics and actors' motivations. This can lead to environmental benefits like resource conservation and reduced carbon emissions. Integrated leadership development with environmentally responsible practices can align businesses with responsible tourism principles and contribute to the overall well-being of their locations. Implementing environmental initiatives can lead to resource conservation and reduced carbon emissions. Integrating leadership development programs with responsible tourism practices aligns operations with local well-being, enhancing reputation and customer loyalty, and attracting top talent. Future research should integrate research and development and operational research to explore creative tourism and agritourism, revealing potential synergies and impacts. This interdisciplinary approach could uncover sustainable development opportunities, community engagement in rural areas, and strategies for economic growth and cultural preservation. This could lead to innovative tourism products and experiences.



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How to Cite

Kanchanathaveekul, K. ., Buddhapoompitak, W. ., Srithongphim, . W. ., & Tangmungmee, H. . (2024). The Impact of Social Innovation and Perceived Values Towards Cultural Tourism in Rural Villages in Anhui, China. Nimitmai Review Journal, 7(2), 36–43. Retrieved from



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