| Sustainable rural tourism development is an important way to tackle poverty in rural areas and an important starting point for rural revitalization.The financing channels and models are the key factors for the sustainable development of rural areas.As a financing model,online crowdfunding has the characteristics of wide coverage and low investment thresholds,which can gather funds from many small investors,and at the same time,rural tourism projects adopting online crowdfunding often take nature,ecology,and nostalgia as financing attraction points.Rural tourism projects based on the online crowdfunding model provide a new idea for the sustainable development of rural tourism.Are rural tourism online crowdfunding projects truly sustainable? If so,what are the values advocated(or uphold)in such projects? What is the mechanism by which such values acts on the sustainable development? The research on the above questions is of great significance to the sustainable development of rural tourism and the improvement of the efficiency and effectiveness online crowdfunding in rural tourism.Firstly,according to the sustainable tourism standards published by the "Global Sustainable Tourism Council",combined with the reality of rural tourism and related projects(special and local products,craft products,and accommodation products),this study builds on a new evaluation index of sustainable development,and on this basis,compares the rural tourism projects under the non-crowdfunding model and online crowdfunding model to evaluate the sustainability of rural tourism network crowdfunding projects.The result show that the sustainability of rural tourism projects based on crowdfunding is significantly better than that of non crowdfunding rural tourism projects.Secondly,based on hundreds of texts of rural tourism online crowdfunding projects,taking grounded theory as the main research method,the findings of this study are as follows.Rural tourism online crowdfunding projects often claim or uphold the value orientation of nature,tradition and health.The resistance of this value orientation to the living space of industrialization,noisy city life,tense working state and serious food safety problems is the internal mechanism for the sustainable effect of rural tourism network crowdfunding projects.Market value and perfect facilities together support the "slow life" state and realize the sustainable development of rural tourism online crowdfunding projects,and both are the external manifestations of value orientation attracting investors. |
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