EXPLORING THE POTENTIAL OF TRADITIONAL CULTURAL TOURISM AS A DRIVING FORCE FOR RURAL ECONOMIC DEVELOPMENT: A CASE STUDY OF THE QUANZHOU FLOWER HAIRPIN, CHINA

Abstract

Traditional cultural tourism is increasingly recognized as a pivotal driver for rural economic development, especially in areas rich with intangible cultural heritage. This study investigates the potential of traditional cultural tourism in fostering rural economic growth through an in-depth case study of the Quanzhou flower hairpin, a distinctive intangible cultural heritage of Fujian Province, China. Utilizing a mixed-method approach, including literature review and questionnaire surveys, the research evaluates visitor perceptions, tourism market dynamics, and the economic impact of flower hairpin tourism on local rural communities. Results indicate that Quanzhou flower hairpin tourism significantly enhances local employment, stimulates regional economic activities, and promotes cultural awareness among tourists. However, challenges such as limited product diversification, insufficient infrastructure, and inadequate marketing strategies were identified. The study recommends strategic measures including enhancing cultural interpretation, diversifying tourism products, strengthening infrastructure, and adopting integrated marketing communication approaches. This research provides valuable insights into the sustainable development of traditional cultural tourism and underscores its role in revitalizing rural economies.