Reconstructing Localism:A Sociological Analysis Of The Case Of Village Tourism Development

The Core Characteristic of Local Society is "Locality",which includes natural landscape,social composition,local culture,lifestyle and so on,which attracts urban residents to return to the countryside often to alleviate "homesickness".In recent years,rural tourism development projects have been introduced in various places,hoping to leverage private capital to drive urban people and property back to the countryside.But from the current state of development,although the number of villages developing rural tourism is large and the investment is huge,the development plan tends to be homogeneous,which has limited effect on increasing villagers' income and driving village development.In this context,the field investigation of specific village tourism development cases,through the sociological analysis of the details of the interaction of actors to show the many possibilities of village development and its promotion logic,it is of practical significance to explore the feasible way of village sustainable development.This paper is based on the following investigation of tourism development process in Yuncun,Zhejiang Province,narrates the key nodes,scheme game and gain and loss of tourism development.It is found that the government,investors,designers,villagers and other subjects have different action preferences in tourism development,showing their own initiative and strategy.Investors want to "make" attractions,target high-end consumers,and pursue capital appreciation.Local governments,for their part,pursue overall planning and scale effects with clear policy intent.The villagers want to join the village construction with the role of the employed person under the stimulation of economic income,and the development of the village lacks subjectivity.Tourism development requires extensive infrastructure,but the top-down implementation,without village leaders,outside the village investors and villagersto cooperate with difficult to implement.In the development of rural tourism,the actions of all parties are restricted by their own actions and the influence of each other's actions.Under the factors of investment environment,tourist demand,government supervision,villagers' cooperation ability and so on,different schemes of tourism development in Yuncun compete with each other and finally move towards integration.An empirical analysis of the positive and negative aspects of the case of Yuncun found that the success of tourism development lies in not only retaining the local character,but also surpassing the local character in the spatial layout,architectural style and social composition of the village,realizing the "reconstruction of the local character ",and realizing the traditional protection of the village while satisfying the tourist demand,so as to benefit the villagers.