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The continuous increasing and diversified development in the tourism sector has transformed it into one of the fastest growing economic sectors internationally (UNWTO, 2017). According to UNWTO (2017), the global tourism industry accounts for 10 percent of the world's total jobs and the total Gross Domestic Product (GDP) and is predicted to nearly double in 2019. In spite of the widespread success of the global travel industry, poverty as well as economic recession still prevail in many rural areas of developed and developing countries (Petersen, 2010). In recent years, both national and regional policies in China have placed a strong emphasis on achieving sustainable rural development, placing sustainability at the center of rural policy (Liu, 2018). However, it seems that the idea of sustainability has just been connected with the tourism industry and the unique problems that this sector presents for rural communities. By concentrating on the technical performance of rural tourism, plans are being devised to draw tourists to rural areas (including, for example, what marketing methods to employ and what range of activities need to be given) rather than addressing their likely influence on the area as a whole after they arrive. Rural tourism in China is implemented consciously, aiming to alleviate poverty, improve environmental preservation to meet the carbon-neutral target, and promote sustainable development in underdeveloped areas. Xie (2015) noted that China's vast land resources, rich natural scenery, agricultural resources, and mass customs offer favorable preconditions for rural tourism development.
However, the development of the rural tourism industry is still in its infancy in China. China has just begun to develop its rural tourism industry in the early 1980s (Wang, 1999). By contrast, nations in North America and Europe have histories of rural tourism stretching back more than a century. People's income levels and living standards have been continuously improved, largely thanks to the reform and opening-up policy as well as the development of market economy in China. Moreover, because of the stressful rhythm of life, urban residents have a strong desire to return to nature and are becoming less attracted to projects that revolve around conventional urban tourism (Xie, 2015). Local entrepreneurs were the first responders to the growing demands and influxes of tourists (Wang, 1999). Agri-tourism started to form as small family-run businesses, usually developed by farmers, began to flourish in provinces like Sichuan, Shan- dong, and Chongqing.