The Effects of Folk Culture Tourism in the Pandemic Situation

Abstract

The power of digital media is very necessary for the process of facilitating the sustainable integration of culture and tourism as a means of facilitating economic recovery. The purpose of this research is to provide an explanation of four theoretical mechanisms of digitalization that support the sustainable integration of culture and tourism. These mechanisms are based on logical deduction. In order to grasp the present state of digitalization in promoting the sustainable integration of culture and tourism, we used factor analysis to identify three mechanisms that were applied to areas with varied degrees of economic development or cultural and tourist resources. These mechanisms were applied to regions in order to comprehend the current state of digitalization. The Chinese towns of Zhang Guying and Rebala, located in Hunan Province, serve as the focus of this research that employs qualitative analysis. The conclusion of the research, which was reached after an in-depth analysis of two case villages, is that traditional Chinese villages, especially those that cater to visitors, are more vulnerable to the impacts of the pandemic than cities and other areas. In the post-epidemic period, the purpose of this research is to investigate whether or not previous tourism ideas, such as cultural creativity and creative tourism, have an effect on current tourist destinations, namely Chinese traditional villages, and whether or not these places may be revived. This research will focus on these topics in order to evaluate how cultural creativity might help solve already existing difficulties and boost the resilience of the tourist industry.