Reverse Tourism: A New Opportunity for the Sustainable Development of Rural Tourism

ABSTRACT: Against the backdrop of homogeneous mass tourism, reverse tourism, as a trend where tourists avoid popular destinations and pursue niche experiences, is reshaping the paradigm of rural tourism development. This paper systematically analyzes the connotation, framework, and feasibility of reverse tourism using comparative analysis, model derivation, and practical verification. The study reveals that reverse tourism is characterized by three key dimensions: reflection on the essence of tourism, aberration in tourist behavior, and distinction in tourist experience, forming a dynamic cycle mechanism of “willingness-behavior-experience”. Additionally, centering on tourists is crucial for constructing the analytical framework, classifying visitors based on their travel participation history, and creating a role transition matrix, which helps uncover the endogenous driving forces of tourist behavior. Furthermore, evolving tourist demands, improvements in rural public services, and the successful replication of “small yet beautiful” models have created favorable conditions for implementing reverse tourism in rural areas. Finally, the virtuous cycle of “protection-development-benefit” formed by supply-demand coupling provides a systematic solution for rural revitalization that balances ecology, culture, and economy. This paper systematically expounds the theoretical logic, mechanism, and practical path of reverse tourism as a new paradigm for rural tourism transformation, offering research conclusions with both theoretical innovation and practical guidance for promoting rural sustainable development.