Level of competitiveness and attitude toward sustainable rural tourism in Zhejiang province: Inputs for tourism development

Abstract

This study aimed to measure level of competitiveness and the attitude toward sustainable rural tourism development. Moreover, the paper investigated different rural tourism places' advantages and characteristics which were their competitiveness to others. The characteristics were the special natural or local cultural attractiveness. This study considered five different types of participants to collect the related data: the local officials, institutes or major related students and teachers, tourism agents, residents, and tourists. 405 participants were involved considering the used of an adapted instrument. Based on the result, in terms of supporting factors and resources, we can see that the level of competitiveness of the tourism destination is above the average. As to the infrastructure, its convenience and accessibility of transportation are good enough, and the signage is proper arranged. They are also considerate for the disabled on the facilities. Some infrastructure needs to be decorated to be appealing enough. About facilitating, there are no issues both on the destination accessibility and information service. But they need to facilitate on bank service and souvenir products.According to the result, as to the environment, economic, and social-cultural, the local resident's attitude toward the sustainable rural tourism development is positive, to some extent, Result implies that if the higher the competitiveness is, the better attitude the local will hold. The researcher was able to propose an action plan for tourism development.