Sun Jiuxia: Rural Revitalization and Urban-Rural Integration in the Context of a Mediated Society
Time:2026-01-16 09:59

From December 25 to 27, the Thematic Training Workshop "IMTA Innovations & Community Participation in Mountain Tourism" (2rd Session) was held in Shaoguan City, Guangdong Province. This Thematic Training Workshop aimed to further expand training outcomes, promote mutual learning and exchange, inject new momentum into members and the industry, and enhance their professional capabilities in the field of innovative mountain tourism development and community co-construction. The International Mountain Tourism Alliance (IMTA) invited experts from domestic tourism and related fields to provide systematic, in-depth, and professional knowledge and case studies to participants. Over 100 representatives from IMTA members, industry professionals, mountain tourism destinations, and related institutions attended the training.

Professor Sun Jiuxia, Pearl River Scholar Distinguished Professor and Professor at Sun Yat-sen University's School of Tourism Management, delivered a thematic sharing on "Rural Revitalization and Urban-Rural Integration in the Context of a Mediated Society." Focusing on three main themes—the re-creation of fields in digital cultural tourism, rural cultural revitalization in the new era, and the integrated development of cultural tourism and urban-rural integration—she elaborated on the concept of field re-creation combining offline physical spaces and online digital spaces. She demonstrated practical outcomes through the case of Yugouliang Village becoming an internet-famous village. She also analyzed the cultural dilemmas brought by modernization and urbanization, explored the positive and negative impacts of tourism on the revitalization of traditional village cultures, and emphasized the importance of endogenous forces. Additionally, she analysed new phenomena in cultural tourism integration, proposed frameworks and pathways for promoting urban-rural integration, and introduced practical experiences from Zhejiang and their application in Guangdong's county-level development. Finally, she highlighted the key role of the interaction and re-creation mechanism among media, consumer experiences, and localities in the development of digital cultural tourism.