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Journal of Geographical Sciences >

2023 , Vol. 33 >Issue 12: 2489 - 2510

DOI: https://doi.org/10.1007/s11442-023-2186-7

Research Articles

Evaluation system and influencing paths for the integration of culture and tourism in traditional villages

  • TANG Chengcai , 1, 2 ,
  • LIU Yaru 1, 2 ,
  • WAN Ziwei 3 ,
  • LIANG Wenqi 1, 2
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  • 1. School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China
  • 2. Research Center of Beijing Tourism Development, Beijing 100024, China
  • 3. School of Tourism Management, Guilin Tourism University, Guilin 541006, Guangxi, China

Tang Chengcai (1982-), PhD and Professor, specialized in ecological tourism, rural tourism, ice tourism and the integration of culture and tourism. E-mail:

Received date: 2023-08-10

  Accepted date: 2023-10-07

  Online published: 2023-12-14

Supported by

National Natural Science Foundation of China(42071199)

Major Project of National Social Science Foundation for Arts of China(20ZD02)

Major Project of National Social Science Foundation of China(20ZDA067)

Social Science Foundation of Beijing(18JDGLB015)

Social Science Foundation of Beijing(22GLB036)

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Abstract

The integration of culture and tourism is conductive to the realization of urban-rural integration and rural revitalization. Taking 16 typical traditional villages in Beijing as cases, this study proposes an evaluation system and influencing factor model for the integration of culture and tourism in traditional villages. Based on the TOPSIS model supported by the entropy method, the level of culture and tourism integration in traditional villages is analyzed. Moreover, we discuss the main factors influencing the integration of culture and tourism in traditional villages and their paths by using fuzzy-set qualitative comparative analysis (fs/ QCA). The results can be summarized in four main areas. (1) The integration of culture and tourism in traditional villages is a dynamic process that continues to promote the comprehensive revitalization by deepening resource integration, advancing product cultivation and strengthening industry functions. (2) There are obvious differences in the development levels of the integration of culture and tourism among the case villages. Specifically, the levels of each village in the four dimensions present the characteristics of differentiation and imbalance. (3) No single factor can capture the necessary and sufficient conditions for the integrated development of culture and tourism. (4) There are three paths influencing the integration of culture and tourism in traditional villages, namely, the mature development path, the rapid development path and the progressive development path, which correspond to their respective combinations of influencing factors. The results of this study can provide theoretical inspiration and scientific guidance for the urban-rural integration and rural revitalization of traditional villages from the perspective of the integration of culture and tourism.

Key words： traditional villages; integration of culture and tourism; rural vitalization; urban-rural integration; weighted TOPSIS model; fs/QCA

Cite this article

TANG Chengcai , LIU Yaru , WAN Ziwei , LIANG Wenqi . Evaluation system and influencing paths for the integration of culture and tourism in traditional villages[J]. Journal of Geographical Sciences, 2023 , 33(12) : 2489 -2510 . DOI: 10.1007/s11442-023-2186-7

1 Introduction

Traditional villages contain the rich cultural genes of traditional Chinese cultural heritage and are outstanding representatives of the rural areas in China. However, in the process of urban-rural integration and development, traditional villages generally face crises such as damaged cultural landscapes (Liu et al., 2020) and deteriorating living environments (Li et al., 2018). Many traditional villages are facing the dilemma of decline or even extinction (Wang and Sun, 2022). Therefore, The Ministry of Housing and Urban Rural Development and other ministries and commissions initiated efforts to protect traditional villages in 2012. As of March 2023, six lists of batches of Chinese traditional villages have been released, with a total of 8155 villages included in the list for protection. To increase the protection efforts, the Ministry of Housing and Urban Rural Development and other ministries and commissions issued the Guiding Opinions on Effectively Strengthening the Protection of Traditional Chinese Villages in 2014, which clearly emphasized the rational use of cultural heritage through tourism development. Some traditional villages have injected new economic vitality into rural areas through developing rural tourism (Gao and Wu, 2017; Shen and Chou, 2022). Many studies have shown that tourism is one of the most important industries for promoting targeted poverty alleviation, increasing villagers’ income, and implementing the rural revitalization strategy (Ma et al., 2020; Tang et al., 2020; Huang et al., 2021; Sun et al., 2021; Sun and Wang, 2022). However, the rapid advancement of rural tourism has also led to significant changes in the relationship between people and the land, material space, cultural memory, and social networks of traditional villages. The sharp changes in villagers’ lifestyles (Dewi, 2014), excessive commercialization of the village (Mitchell, 2013), and decline of the traditional style and features (Gao and Wu, 2017) are becoming increasingly severe, and they seriously restrict the rural revitalization. Therefore, under the joint influence of many internal and external factors, determining how to scientifically balance the relationship between cultural inheritance and sustainable tourism, and how to promote urban-rural integration and the implementation of rural revitalization strategies, have become the important scientific propositions for many traditional villages.
China unveiled its “No. 1 Central Document” for 2022 on February 22, which outlined key tasks for comprehensively pushing rural vitalization forward this year. This document proposed the role that culture and tourism should play in rural revitalization. The Report of the 20th National Congress of the Communist Party of China pointed out that we should promote the in-depth integration of culture and tourism. Moreover, promoting the deep integration of rural culture and tourism is an important path for promoting rural revitalization (Fu and Cheng, 2021; Qu and Luo, 2022), indicating the direction for studying the transformation and development in rural areas. At present, the academic community is mainly exploring the impact of culture or tourism on rural revitalization from only one certain aspect (Lu et al., 2019; Mao and Liu, 2021; Tang et al., 2021; Yang et al., 2021), and there are few studies that systematically explore rural revitalization by incorporating culture and tourism into a whole research framework. In the study of traditional villages, some scholars have paid attention to the significance of the integration of culture and tourism for the development of traditional villages from aspects such as improving the quality of business (Zhu, 2020), integrating the protection and utilization with tourism (Shi and Pei, 2020), protecting and updating the spatial environment (Wu, 2019), and the mechanism of the integration of culture and tourism (Wang, 2022). However, comprehensive research on the theoretical framework, quantitative evaluation, influencing factors, and pathways for the integration of culture and tourism in traditional villages is relatively weak. In addition, the current research on evaluating the integration of culture and the tourism industry is mostly focused on national (Weng and Li, 2016), provincial (Cheng and Zhu, 2012), urban agglomeration (Yu et al., 2022) and county (Wang, 2020) levels. Those studies explore the industry integration situation by constructing an evaluation index system and analyzing the coupling coordination degree of the culture and tourism industries (Cheng and Zhu, 2012; Weng and Li, 2016; Wang, 2020; Yu et al., 2022). There are few micro-scale studies targeting specific rural areas, and it is difficult to apply large-scale indicator systems and research methods to rural areas with excellent traditional culture, such as traditional villages.
Therefore, taking 16 typical traditional villages in Beijing as cases, this study explores the theoretical framework for the integration of culture and tourism in traditional villages from a micro perspective. The Analytic Hierarchy Process is used to construct an indicator system for assessing the level of culture and tourism integration in traditional villages, and the weighted TOPSIS model is used to evaluate and analyze the levels. In addition, the main influencing factors and their combined pathways for the integration of culture and tourism are analyzed by using the fuzzy-set qualitative comparative analysis (fs/QCA) model. This article provides some ideas for studying the integration of culture and tourism in rural areas, in order to enrich the theoretical achievements in the research on traditional villages from the perspective of the integration of culture and tourism, and to promote the achievement of urban-rural integration and rural revitalization in China.

2 Theoretical connotation and research methods

2.1 Theoretical framework for the integration of culture and tourism in traditional villages

According to the theory of regional systems of man-land relationships, a rural regional system is a rural spatial system composed of the ecological environment, resources, location conditions, economic foundation, cultural customs, and other factors that interact with each other, and have certain functions, structures, and interregional connections (Liu et al., 2019). It is a complex system with comprehensive, dynamic and open characteristics, which is composed of economic, ecological and social subsystems (Li, 2019). Furthermore, cultural space is an intangible space guided by human value consciousness, and it is also an indispensable component of the rural regional system (Yang et al., 2022). As typical rural settlements with man-land coupling relationships, traditional villages have accumulated rich historical information, traditional cultural landscapes, and nostalgic memories in the long-term development process of agricultural civilization (Wang and Sun, 2015; Jiao et al., 2016; Wang and Sun, 2021). These villages possess unique cultural continuity value compared to ordinary rural settlements, and they represent strong cultural attributes in the context of modernization. Therefore, this study contends that within the specific geographical scope of traditional villages, the profound impact of man-land interaction on the cultural space of traditional villages should be emphasized, and the regional system of traditional villages should be understood as a multidimensional system that takes economic development, social progress, ecological conservation, and cultural inheritance subsystems as the focus, constantly adapting to internal and external stimulus changes in order to maintain a more sustainable development state.
Promoting the integrated development of culture and tourism in rural areas can effectively promote rural revitalization (Fu and Cheng, 2021) and achieve the sustainable development of regional systems of traditional villages. The theory of industrial integration believes that the internal factors of different industries that undergo industrial integration have mutual connections in terms of function and scope, and they have a certain degree of industrial correlation (Zhuang, 2020). With the merging and establishment of culture and tourism departments and the successive issuance of policy documents, culture and tourism have shown a trend of integration in various aspects, such as industrial cultivation and development (Fan, 2019). At this stage, a series of new products, formats, and services have emerged, forming the integration of culture and tourism (Weng and Li, 2016). Meanwhile, with the rapid expansion of urbanization and the great deal of attention paid to traditional culture, the multi-dimensional attributes of traditional villages, such as community settlements, cultural heritage, and tourism resources, are increasingly prominent, becoming a typical representative of the practice of integrating culture and tourism. It should be clarified that the integration of culture and tourism is a process from resources to products and from products to industries, ultimately achieving mutual promotion, complementary advantages, and mutual benefits (Zhang and Zhu, 2020). Similarly, for rural areas such as traditional villages that focus on cultural heritage as their core tourist attraction, the integration of culture and tourism is mostly promoted through the coordination of various influencing factors, such as policies, local talents, and marketing. They strongly integrate the village’s multi-cultural gene and ecological tourism resources, and vigorously cultivate rural tourism products in order to unleash the potential value of the traditional villages’ culture and tourism industry and create new value, ultimately meeting the practical needs of implementing the rural revitalization strategies.
An analysis of the theoretical framework for the integration of culture and tourism in traditional villages (Figure 1), shows that the integration of culture and tourism passes through a path of deep integration of the cultural and tourism resources, cultivation of the cultural and tourism product systems, and improvement of the cultural and tourism industry functions. Its role in the regional system of traditional villages is transferred to the four key dimensions of economic, social, ecological and cultural subsystems, in order to release and create economic development benefits, social progress benefits, ecological conservation benefits, and cultural inheritance benefits that are conducive to achieving the ultimate goal of comprehensive rural revitalization. Specifically, first, the economic carrying function of the integration of culture and tourism is in the ascendant (Ma and Zhang, 2020). By utilizing the idle resources that can be developed in traditional villages, the integration of culture and tourism can continuously increase the collective income and individual income of villagers, and continuously enhance the accumulation effect of tourism capital. Second, the strong involvement of the integration of culture and tourism in rural communities has prompted many farmers to change their existing production and living behaviors, and shift towards participating in the creative transformation and innovative development of local traditional culture, thereby greatly enhancing the local identity and spiritual outlook of local residents, and promoting the construction of a harmonious society (Cai and Yu, 2019). Third, the market attributes and resource dependence of the tourism industry have put forward higher requirements for balancing the rural ecological environment, thereby promoting the optimization of rural ecological landscape creation (Long et al., 2021). At the same time, the rural tourism models with higher standards and deeper levels have also increased the comprehensive management of the rural ecological environment (Lu et al., 2019). Fourth, the integration of culture and tourism is conducive to promoting the activation, utilization, inheritance and innovation of traditional cultural resources (Fan, 2019), emphasizing the key role of local culture in the tourism development of the traditional village, providing an important means for the inheritance of traditional culture, and finally achieving the purpose of continuing the memories of the local culture and connecting nostalgia with emotion.
Figure 1 Theoretical structure of the integration of culture and tourism in traditional villages

2.2 Construction of an evaluation index system for assessing the level of culture and tourism integration in traditional villages

Based on the theoretical framework outlined above, the selection of indicators in this study not only focuses on academic research and in-depth interviews with experts, but it also incorporates more practical considerations from relevant government documents and long-term field research data. Firstly, the economic development benefits are the most obvious manifestation of the integration of culture and tourism. The total income and per capita income of culture and tourism industries can comprehensively reflect the economic income of the village collective (Wang et al., 2019). At the same time, as an important indicator for measuring the optimization of the village’s industrial structure, the positive significance reflected by the increase in the proportion of income from the culture and tourism industries in the total income of the village needs to be taken seriously. Secondly, the integrated development of culture and tourism not only creates many employment opportunities for rural areas, but it also promotes the construction of a harmonious society in local communities (Cai and Yu, 2019). Therefore, the composition of indicators for the social progress benefit dimension needs to be combined with the current situation of the traditional village residents’ employment rate in culture and tourism industries and rural civilization construction, emphasizing the employment vitality and spiritual outlook of the community. Thirdly, the level of ecological landscape construction and comprehensive environmental governance are key indicators of ecological conservation benefits. The level of ecological landscape construction demonstrates the scientific utilization of ecological resources in the traditional village through the integration of culture and tourism, while the level of comprehensive environmental governance is an important manifestation of the integration of culture and tourism, helping the traditional villages to achieve ecologically livable goals. Fourthly, cultural inheritance benefits need to comprehensively measure the protection of material culture space and the inheritance of the intangible cultural heritage of traditional villages under the influence of the integration of culture and tourism. Specifically, the integrity of traditional buildings, the inheritance of intangible culture and the preservation of the traditional pattern are its core indicators.
Based on the above considerations, this study constructed an evaluation index system for assessing the level of culture and tourism integration in traditional villages (Table 1). The specific process was as follows. Firstly, we sorted out government documents, such as the National Rural Revitalization Strategic Plan (2018-2022), Traditional Village Evaluation and Identification Indicator System (Trial), and Beautiful Rural Construction Guidelines, and we analyzed relevant research results (Carrillo and Jorge, 2017; Cai and Yu, 2019; Lin et al., 2019; Wang et al., 2019; Long et al., 2021; Wan, 2021), in order to preliminarily select the indicators. Moreover, through multiple on-site investigations and inspections of traditional villages, we evaluated the systematic nature, scientific validity, and operability of the various indicators, and conducted research to screen out some indicators that could not be measured. Furthermore, 12 experts engaged in traditional village protection, rural tourism, the integration of culture and tourism and other research fields were invited to check the indicators. Finally, the indicator system was determined.
Table 1 Evaluation index system for assessing the level of culture and tourism integration in traditional villages
Target layer Criterion layer Index layer Connotation of the element level indicators Weight Source
Level of culture and tourism integration in traditional villages
A		 Economic development benefits B1 The income of culture and tourism industries C1 Total income obtained from the culture
and tourism industries in a certain period of time (in 10,000 yuan)		 0.0755 III
The per capita income of culture and tourism industries C2 Average income from culture and tourism industries received by villagers in a certain period of time (in yuan) 0.1063 I (Wan, 2021)
The proportion of income from culture and tourism industries in the total income C3 Income of culture and tourism industries/ total income of all industries (%) 0.0856 III
Social
progress
benefits B2		 Villagers’ employment rate in culture and tourism industries C4 Employment in the culture and tourism industries/ total employment (%) 0.1608 I (Carrillo and Jorge, 2017)
Rural civilization construction C5 Represented by the honorary title level of civilized villages and towns (or civilized units) obtained by the village 0.0907 I (Cai and Yu, 2019)
Ecological conservation benefits B3 Level of ecological landscape construction C6 Represented by experts’ grading of the landscape creation and optimization of
the spatial utilization pattern of village
ecological resources		 0.1011 I (Long et al., 2021)
Level of ecological environmental governance C7 Characterized by experts’ assessment of the level of ecological environmental
governance such as waste treatment,
the use of clean energy, and greening		 0.1195 III
Cultural
inheritance benefits B4		 Integrity of traditional buildings C8 Evaluation of the preservation of existing traditional buildings 0.0897 II
Level of inheritance of intangible culture C9 Represented by the number of inheritors
of intangible cultural activities
(in number of persons)		 0.0868 I (Lin et al., 2019)
Degree of preservation of traditional patterns C10 Evaluation of the preservation and
utilization of traditional village patterns, street and alley systems, and traditional public facilities		 0.0839 I (Lin et al., 2019)

Note: I: Literature; II: The Chinese document Evaluation and Identification Indicator System of Traditional Villages (Trial); III: Experts.

2.3 Construction of the influencing factor model for the integration of culture and tourism in traditional villages

The integration of culture and tourism in traditional villages is a complex process that is subject to the interactions of multiple factors. Therefore, it is necessary to construct a configuration, and analyze its impact path more systematically and comprehensively from the perspective of combinations of the influencing factors, in order to improve the level of culture and tourism integration in traditional villages. Based on the current needs and future prospects, and combining the relevant literature (Wang and Xu, 2015; Hu et al., 2018; Tang et al., 2019; An et al., 2020; Yan and Wu, 2020; Zhang et al., 2022), this study analyzed the factors influencing the integration of culture and tourism in traditional villages from five aspects.
Firstly, the key influencing factor is resources. Resource richness, scarcity and recreation value are important driving forces for the development of tourism destinations (Wang and Xu, 2015; Hu et al., 2018). As a typical rural tourism destination, the resource base of a traditional village is also a key condition for its integration of culture and tourism. The second influencing factor is facility level. The high-quality development of rural tourism destinations cannot be separated from the support of guaranteed conditions (Zhang et al., 2022). Specifically, public infrastructure and supporting industrial elements are important factors that ensure the progress of the integration of culture and tourism. In addition, these facilities need to balance the dual needs of the tourists’ cultural and tourism consumption and the villagers’ production and life, in order to improve both tourist satisfaction and the villagers’ sense of happiness. The third factor is government support. Relevant policies and funds are the most direct support for the integration of culture and tourism in traditional villages. A good policy supply can scientifically guide the direction, speed, and benefits of the integration of culture and tourism in traditional villages. At the same time, government financial support plays a significant role in stimulating the economic development of tourist destinations, introducing professional knowledge, and coordinating relationships based on trust among the stakeholders (An et al., 2020). The fourth factor is managing investment. An effective tourism management mechanism can significantly improve the level of tourism services and the quality of tourist experiences (Zhang et al., 2022). The active role played by management talents can also promote rural construction and sharing, providing great power for the integration of culture and tourism in rural areas. Finally, the fifth factor is marketing, which can promote the expansion of the cultural and tourism consumption market in traditional villages. In addition, organizing folk festival activities (Tang et al., 2019) and building various media promotion channels (Yan and Wu, 2020) are important ways to enhance the marketing influence.
Based on these considerations and the existing research, this study constructed an influencing factor model for the integration of culture and tourism in traditional villages (Figure 2) that covers five variables and 11 secondary indicators, including resource base, facility level, government support, management investment, and marketing. Specifically, the resource base index includes resource abundance, scarcity, and value (XA1-XA3). Second, the level of facilities includes the level of basic facilities and infrastructure for culture and tourism (XB1-XB2). Third, government support includes supportive policies and financial support for the integration of culture and tourism in traditional villages (XC1-XC2). Fourth, management investment includes the level of management mechanisms and management talent capital involved in culture and tourism (XD1-XD2). Lastly, marketing includes the number of festival events held and the types of media published (XE1-XE2). In summary, by analyzing the interactions between these different components and their overall impact on the level of culture and tourism integration, we could then further analyze their multiple configuration paths.
Figure 2 Influencing factor model for the integration of culture and tourism in traditional villages

Note: A. B, C, D, and E respectively represent the impacts of resource base, facility level, government support, management input, and marketing on the integration of culture and tourism in traditional villages; and F represents the impact of these five dimensions on the integration of culture and tourism in traditional villages; Among them, the outcome data is the calculated level.

2.4 The study area

As of March 2023, there were a total of 45 national and municipal traditional villages in Beijing, which have rich and diverse cultural heritage. Each of them has a profound traditional culture and a promising and potential consumption market for culture and tourism. Based on the tourism websites, such as Ctrip, Mafengwo.com, and Dianping.com, we collected the tourism development situations of the traditional villages in Beijing. After fully considering the level of traditional village grades, geographical distribution, main culture types, industrial development, and the differences in the integration of different culture and tourism elements (Table 2), 16 typical traditional villages with developed tourism were selected as the study areas (Figure 3).
Table 2 Basic information on the 16 case villages of Beijing
District Name Level of listing Main culture Main industry
Mentougou Cuandixia National Traditional residential culture;
ancient commercial culture		 Cultural and tourism industry
Huanglingxi National Chinese revolutionary culture;
traditional residential culture		 Agriculture and forestry plantation;
cultural and tourism industry
Lingshui National Imperial examination culture;
traditional residential culture		 Cultural and tourism industry;
forestry and fruit plantation
Malan National Chinese revolutionary culture;
traditional residential culture		 Cultural and tourism industry;
agriculture and forestry plantation
Yanhecheng National Great Wall culture Agriculture and forestry plantation;
cultural and tourism industry
Changping Kangling Municipal Food culture; tomb culture Cultural and tourism industry
Deling Municipal Tomb culture Forestry and fruit plantation;
cultural and tourism industry
Wanniangfen Municipal Tomb culture Agriculture and forestry plantation; cultural and tourism industry
Changyucheng National Great Wall culture; food culture Cultural and tourism industry
Yanqing Chadao National Great Wall culture Cultural and tourism industry
Liugou Municipal Food culture; traditional folk culture Cultural and tourism industry
Fangshan Nanjiao National Traditional residential culture Agriculture and forestry plantation; cultural and tourism industry
Shuiyu National Traditional folk culture Forestry and fruit plantation;
cultural and tourism industry
Shunyi Jiaozhuanghu National Chinese revolutionary culture Cultural and tourism industry;
forestry and fruit plantation;
tetailing of agricultural products
Pinggu Xiniuyu Municipal Cultivation culture Forestry and fruit plantation;
cultural and tourism industry
Miyun Gubeikou National Great Wall culture; traditional
residential culture		 Cultural and tourism industry
Figure 3 Geographical distribution of the 16 traditional village cases in Beijing

2.5 Analytical method

2.5.1 Determination of index weights

The evaluation index weighting in this study adopted the Analytic Hierarchy Process (AHP) as a subjective weighting method. After constructing the hierarchical database model, the weights were obtained through an expert judgment matrix (Zhou and Xu, 2019). The specific steps are as follows.
Firstly, we set up a pairwise comparison judgment matrix between the criterion and element layer indicators. Secondly, we invited 26 professors and associate professors from research fields related to the integration of culture and tourism, traditional villages, and rural tourism to compare and score each judgment matrix. Thirdly, we tested the consistency using Yaahp 12.3 software. After testing the discriminant matrices with $CR<\text{0}\text{.1}$, the weight results Wj of each index were calculated by the decision-making of the expert group.

2.5.2 Evaluation of the level of culture and tourism integration

The TOPSIS model is applicable to multi-level evaluation (Tang et al., 2018). The improved weighted TOPSIS method was used to reflect the comprehensive evaluation score of the level of culture and tourism integration.
(1) We used a normalization processing method to analyze the indicator data $~{{({{x}_{ij}})}_{m\times n}}$ in order to obtain the non-dimensional matrix:
${{Y}_{ij}}={{({{y}_{ij}})}_{m\times n}}\text{,}\ {{y}_{ij}}=\frac{{{x}_{ij}}}{\mathop{\sum }_{i=\text{1}}^{m}{{x}_{ij}}}$
Then, we calculated the weighted normalized decision matrix: Pij = (pij)m×n, that is, we multiplied the normalization matrix Yij by the Wj obtained above.
(2) We determined the positive and negative ideal solutions of a matrix ($p_{j}^{+}$ and $p_{j}^{-}$):
$p_{j}^{+}=\max ({{p}_{\text{1}j}},{{p}_{\text{2}j}},...,{{p}_{mj}}),p_{j}^{-}=\min ({{p}_{\text{1}j}},{{p}_{\text{2}j}},...,{{p}_{mj}})$
(3) We calculated the distances between the indicators of each evaluation object and both the positive ideal solution (${{d}_{i}}^{+}$) and the negative ideal solution (${{d}_{i}}^{-}$):
$d_{i}^{+}=\sqrt{\underset{j=\text{1}}{\overset{n}{\mathop \sum }}\,{{\left( {{p}_{ij}}-p_{j}^{+} \right)}^{\text{2}}}},d_{i}^{-}=\sqrt{\underset{j=\text{1}}{\overset{n}{\mathop \sum }}\,{{\left( {{p}_{ij}}-p_{j}^{-} \right)}^{\text{2}}}}\left( \text{0}\le d_{i}^{+},d_{i}^{-}\le \text{1} \right)$
(4) We calculated the proximity value Ci of each evaluated object to its optimal value:
${{C}_{i}}=\frac{d_{i}^{-}}{d_{i}^{+}+d_{i}^{-}},\left( \text{0}\le {{C}_{i}}\le \text{1} \right)$

2.5.3 Evaluation of the level of culture and tourism integration

To explore the influencing factors and combination paths of the integration of culture and tourism in traditional villages, this study adopted the qualitative comparative analysis (QCA) method, which was first proposed by American sociologist Ragin. It is an analytical method for case studies of small and medium-sized samples (Zhang and Zhang, 2021). It utilizes the ideas of set theory and Boolean algebra, so it combines the advantages of qualitative and quantitative methods. By comparing a small number of cases, it analyzes the causal logical relationships under various combinations of antecedents (Wang et al., 2021; Zhang and Liu, 2021).
Fuzzy set qualitative comparative analysis (fs/QCA) is a type of QCA that assigns values between 0 and 1 to causal variables using the “fuzzy set score” method. Our decision to use it for this study was based on several reasons. First, the factors influencing the integration of culture and tourism in traditional villages are relatively complex, and fs/QCA can explore the configuration path of multiple factors from a systematic perspective. Moreover, because the variable assignments of the selected cases in this study do not require a complete definition of binary assignments of 0 or 1, adopting fs/QCA to classify the assignment can make the analysis more reasonable (Wang et al., 2021). Furthermore, this is an exploratory study of small sample causal relationships, and fs/QCA is suitable for these research needs. In summary, selecting the fs/QCA method to study the influencing factors and configuration paths of the integration of culture and tourism in traditional villages has strong feasibility.

2.6 Data sources and processing

The data sources for the indicators can be divided into three aspects (Table 3). The first aspect is comprehensive evaluation data. We first conducted on-site visits to the case village committees from October to November 2020, and obtained relevant statistical documents. At the same time, we ensured the accuracy of the obtained indicator data by consulting the government statistical data of each village, conducting on-site investigations, and interviewing villagers. The second aspect is rural participatory assessment (PRA) data. The formal investigation adopted two methods: on-site investigation and online investigation, and obtained samples of 30 or more villagers and tourists from each village. The distribution time for the on-site questionnaire was as mentioned above, and 214 valid questionnaires for the survey were collected. The online questionnaire survey was conducted in November 2020 and March through May 2022, respectively, with 277 valid questionnaires collected in total. The online questionnaires were distributed to villagers through telephone interviews, WeChat, and other means. The online questionnaire distribution for tourists targeted those with tourism experience in the case village within 1-2 years. Finally, a total of 243 valid questionnaires for villagers and 248 valid questionnaires for tourists were collected. The third aspect is expert evaluation data. We invited 10 experts who are focused rural tourism and other related fields with tourism experience in the case village to fully screen the information for each village, and asked those experts to evaluate the data. The scoring criteria for the specific indicator data are shown in Table 3.
Table 3 Data acquisition and assignment method for each index
Study content Data acquisition method Each index and its assignments
Evaluation system for the level of culture and tourism integration in traditional villages Comprehensive evaluation field survey/
village committee		 C1: 10=above 10 million yuan; 8=5.01 million-10 million yuan; 6=1.01 million-5 million yuan; 4=500,000-1 million yuan; 2=less than 500,000 yuan
C2: 10=above 25000 yuan; 8=20001-25000 yuan; 6=15001-20000 yuan; 4=10000-15000 yuan; 2=below 10000 yuan
C3: 10=over 50%; 8=41%-50%; 6=26%-40%; 4=10%-25%; 2=below 10%
C4: 10=over 75%; 8=51%-75%; 6=26%-50%; 4=5%-25%; 2=below 5%
C5: 10=national level; 8=provincial level; 6=municipal level; 4=county level; 2=none
C9: 10=more than 50 people; 8=11-50 people; 6=5-10 people; 4=2-4 people; 2=less than 2 people
PRA Villager/ tourist PRA C8: 10=very high; 8=high; 6=general; 4=low; 2=very low
C10: 10=very high; 8=high; 6=general; 4=low; 2=very low
Expert
assessment		 Expert rating C6: values assigned based on 10-1 points (highest to lowest)
C7: values assigned based on 10-1 points (highest to lowest)
Influencing factor model for the integration of culture and tourism in traditional villages Comprehensive evaluation Field survey/
village committee		 XA1: 10=more than 20 species; 8=16-20 species; 6=11-15 species; 4=6-10 species; 2=less than 6 species
XA2: 10=national level; 8=provincial level; 6=municipal level; 4=county level; 2=none
XC1: 10=very good; 8=good; 6=general; 4=poor; 2=very poor
XC2: 10=very good; 8=good; 6=general; 4=poor; 2=very poor
XE1: 1 point for each activity, full score was 10 points, 0.5 point for no activity
XE2: 1 point for each type of promotional media, full score was 10 points, 0.5 point for no promotional media
PRA Villager
/tourist PRA		 XB1: 10=very high; 8=high; 6=general; 4=low; 2=very low
XB2: 10=very high; 8=high; 6=general; 4=low; 2=very low
Expert
assessment		 Expert
rating		 XA3: values assigned based on 10-1 points (highest to lowest)
XD1: values assigned based on 10-1 points (highest to lowest)
XD2: values assigned based on 10-1 points (highest to lowest)

3 Results and analysis

3.1 Evaluation of the level of culture and tourism integration in the case villages

Based on the above methods for evaluation, the value for the level of culture and tourism integration in each of the cases was calculated, and the values were divided into five levels (0≤Ci≤0.2, 0.2<Ci≤0.4, 0.4<Ci≤0.6, 0.6<Ci≤0.8, 0.8<Ci≤1), corresponding to the five levels of very low, relatively low, general, relatively high, and very high. The evaluation results for the comprehensive level in each case village and the corresponding criteria layers are shown in Figures 4 and 5.
Figure 4 Evaluation results for the level of culture and tourism integration in the 16 case villages
Figure 5 The classification results of the scores for the level of culture and tourism integration in the 16 case villages

3.1.1 Evaluation of the comprehensive level

The evaluation results of the comprehensive level show that the levels of culture and tourism integration in the case villages are between 0.0616 and 0.8322, and there is a significant difference among the comprehensive levels, showing a hierarchical differentiation and imbalanced state (Figure 4). Specifically, Cuandixia Village (0.8322) has the highest comprehensive level, and it is in a relatively early tourism development period. It attaches great importance to the coordinated improvement of comprehensive cultural and tourism benefits and is classified as a very high level. In addition, Malan (0.6847), Gubeikou (0.6833), Liugou (0.6789), Chadao (0.6698), and Kangling (0.6355) are classified as high level; Changyucheng (0.5946) and Lingshui (0.5937) are classified as general level; Nanjiao (0.3626), Jiaozhuanghu (0.3526), Shuiyu (0.3101), Huanglingxi (0.3041), and Deling (0.2554) are classified as low level, and there are obvious shortcomings in the comprehensive benefits brought by the integration of culture and tourism in these villages. Besides, Xiniuyu (0.1961), Yanhecheng (0.1070), and Wanniangfen (0.0616) are evaluated as not good in all four sub-dimensions, so they urgently need to be improved, and are classified as very low level.

3.1.2 Evaluation of the levels in the four sub-dimensions

(1) Evaluation of the economic development benefits
Traditional villages have achieved further commercialization and industrial chain extension of their cultural and tourism products by combining physical resources, cultural memory, humanistic space, and cultural accessible production methods, effectively reversing the limitations and fragility of the agricultural economy as a singular source of income for the village. For example, Gubeikou has relied on temple buildings, revolutionary sites, and thousands of years of history of the Great Wall, and it has established a distinctive cultural and tourism product system, forming a complete cultural and tourism industry chain. In 2020, its revenue value of cultural and tourism reached 30 million yuan, with a high level of economic development benefits. Meanwhile, the differences in economic development benefits among the case villages can be further attributed to the strength of the integration between the cultural and tourism industry and the villages. For example, although Xiniuyu has formed a small-scale high-end boutique homestay industry, its industrial structure that is still dominated by agriculture and the insufficiencies in the indicators of construction land limit the likelihood that tourism can become its large-scale industry. Therefore, its economic development benefits demonstrated by the integration of culture and tourism are relatively lagging and at a very low level. In addition, Malan has made the cultural and tourism industry a key development direction for the village, and has developed a series of businesses related to the village’s revolutionary culture, such as a memory library, boutique homestays, and themed educational routes. As a result, it has become a community that is closely connected with the cultural and tourism industry, and the economic development benefits are at a high level.
(2) Evaluation of the social progress benefits
The cultural and tourism industry, led by commercial activities, has promoted growth in the number of part-time villagers and further influenced the occupational structures of the villages. Taking Cuandixia as an example, since the development of tourism in 1995, many villagers have abandoned their long-held production concepts and developed their own courtyards into farmhouses for catering and reception. They have transformed from a single agricultural production mode to a composite production mode, achieving a high employment rate for local residents in the cultural and tourism industries. Although the employed population of cultural and tourism industries in Liugou reached over 300 in 2020, the employment proportion of cultural and tourism industries among local residents is still relatively small due to the large permanent population of the village, thus its value for social progress benefits is relatively average. In addition, the growth of economic income can enhance the importance that villagers attach to cultural and tourism resources, which has a certain promoting effect on community cohesion. By creating cultural and tourism products with the theme of imperial examination culture, Lingshui has achieved an annual income from its cultural and tourism industries of approximately 3 million yuan. Almost 90% of the surveyed villagers expressed a high sense of identification with their village’s culture and demonstrated a warm and hospitable civilization, maintaining a relatively harmonious social relationship. However, due to the low level of economic development benefits in Wanniangfen, the villagers surveyed attached low importance to the integration of culture and tourism, cultural identity, and the construction of rural civilization, resulting in a very low level of social progress benefits.
(3) Evaluation of the ecological conservation benefits
The demands of tourists are an important driving force for the creation of ecological landscapes in villages. In order to meet the consumption needs for culture and tourism among urban residents who yearn for a slow life, Jiaozhuanghu has relied on the development strategy of “Dancing Colorful Shallow Mountain” to fully utilize its ecological resources, and it has created a themed tourism trail that combines revolutionary culture and health preservation, thus achieving high ecological conservation benefits. However, many villages, such as Chadao and Nanjiao, generally value the protection and inheritance of historical buildings and folk culture, while neglecting the industrialization of their ecological resources, resulting in low scores for the indicators of ecological landscape construction. At the same time, the differences in the level of comprehensive environmental governance reflect the levels of ecological settlement among the villages. Taking Kangling as an example, since the development of the cultural and tourism industry, the village has been committed to improving the environment for tourism reception. The rate of harmless treatment of domestic waste and sewage, as well as the popularization rate of clean energy, have reached good levels, thus its ecological conservation benefits are at a high level. However, Yanhecheng, Shuiyu, and Xiniuyu have not performed well in comprehensive environmental governance, and have not developed a pace of synchronous improvement with the integration of culture and tourism. For example, most of the household sewage in Shuiyu is self-discharged, so the cleanliness of streets urgently needs to be improved.
(4) Evaluation of the cultural inheritance benefits
The development and transformation of tourism in traditional villages has placed cultural inheritance in an important position. As a physical space that can be directly touched and perceived by tourists, the traditional architecture and patterns of traditional villages have become the main space for carrying out cultural and tourism activities, so their preservation level is a direct reflection of the level of cultural inheritance benefits. For example, in Cuandixia, which has a very high score in cultural inheritance benefits, the village committee regularly allocates funds for repairing the traditional buildings of the Ming and Qing dynasties in the village, and the fully preserved traditional pattern has attracted a large number of tourists. However, driven by the economic interests from the cultural and tourism industries, some villages (such as Yanhecheng, Jiaozhuanghu, and Xiniuyu) have experienced autonomous destruction, such as villagers’ unauthorized renovation and arbitrary transformation of traditional buildings, resulting in poor performance in the level of cultural inheritance benefits. In addition, tourism utilization can promote the display, dissemination, and diffusion of intangible cultural heritage such as folk arts, traditional drama, and traditional techniques. For example, Changyucheng has inherited the “Changyucheng’s Community Chinese Opera” for more than 500 years, effectively enhancing the stability of the three generations of “the old-middle-young” inheritance troupe. However, during the process of culture and tourism integration, Gubeikou has neglected the inheritance of its intangible cultural heritage, temporarily losing some traditional techniques such as making palace lanterns and Lu Ban pillows, resulting in poor performance in the level of cultural inheritance benefits.

3.2 The influencing factors and path for the integration of culture and tourism

3.2.1 Necessary condition analysis

The analysis of fs/QCA should be based on the calibration of the raw data. Accordingly, the raw data of the five components in this study were first calibrated into fuzzy sets with values ranging from 0 to 1. Referring to previous study (Du and Jia, 2017), we selected the 95%, 50%, and 5% percentiles of the variable data as complete membership, cross membership, and non-membership points, respectively. The subsequent steps were based on the calibrated data.
Before further assessing the combination path of conditional variables, we performed a necessity condition analysis for each conditional variable using the software fs/QCA 3.0 (Guo et al., 2022). It is generally believed that when the consistency of a conditional variable is greater than 0.9, and the variable has a certain coverage, then that variable can be a necessary condition for the result to occur (Zhang and Du, 2019). By calculating the consistency and coverage of each variable, their consistency coefficients are all lower than 0.9 (Table 4). Thus, none of them can fully explain the integration of culture and tourism, which means that the configuration analysis is necessary.
Table 4 The consistency and coverage of the individual factors
Antecedent condition Consistency Coverage
Resource base 0.790119 0.783559
~Resource base 0.400778 0.456364
Level of facilities 0.771489 0.887066
~Level of facilities 0.398302 0.391698
Government support 0.848131 0.810387
~Government support 0.362811 0.431920
Management investment 0.893998 0.866019
~Management investment 0.320481 0.375155
Marketing 0.758637 0.858554
~Marketing 0.445584 0.444275

Note: ~ represents the absence of the condition. The consistency value measures the degree to which each condition or the entire solution is a subset of the result set. The coverage value refers to the extent to which each condition or the entire solution explains the result set.

3.2.2 Configuration analysis

Based on the necessary condition analysis, in order to reduce possible conflicting configurations, we set the minimum case threshold to 1 and the consistency threshold to 0.80 (Zhang and Liu, 2021), and obtained the simplified, intermediate and complex solutions for the case data analysis using fs/QCA 3.0 software. Following the rules of previous studies, the combination of conditions that are common to the simplified and intermediate solutions is referred to as the core conditions in the practical analysis. The consistency of the solution reaches 0.878598, indicating that the five antecedent variables have a good explanatory effect for the integration of culture and tourism. Meanwhile, the coverage rate of the overall solution is 0.777385, indicating that the three configuration paths can explain 77.74% of the cases. Therefore, we further analyzed the results of the three diversified configuration paths for the integration of culture and tourism.
(1) Mature development path
The consistency of configuration 1 is 0.903472, which can explain 68.42% of the cases. Gubeikou, Cuandixia, Liugou, Malan, and Chadao are typical representatives of this configuration. In configuration 1, the facility level, government support and management investment as the core causal conditions are present; resource base as the core causal condition is absent; and marketing as the peripheral condition is absent. This configuration covers the most cases among the three configurations, and is commonly found in traditional villages with high levels of culture and tourism integration. Due to the relatively early development of tourism, most of these cases have formed mature models for the utilization of cultural and tourism resources. For example, Cuandixia combines Cuan culture with boutique homestays and folk experiences, exerting an effect on industrial agglomeration. At the same time, these cases have also accumulated high tourism reputations in their long-term development processes, providing priority conditions for the deep integration of culture and tourism. However, this configuration also means to some extent that the competitiveness of resources and the influence of marketing in such cases cannot be significantly improved, so these two variables have not formed the core conditions driving this path. Nowadays, the livelihood demands of villagers and the cultural consumption needs of tourists are increasing, which puts forward higher requirements for the transformation of facilities and management. In this process of transformation, the policy and funding provided by local governments play a crucial role in the integration of culture and tourism.
(2) Rapid development path
The consistency of configuration 2 is 0.985613, which can explain 63.81% of the cases. Kangling and Changyucheng are typical cases of this configuration. In configuration 2, the resource base, facility level and management investment as the core causal conditions are present; marketing as the peripheral condition is present; and government support as the core causal condition is absent. The case villages of this configuration actually reflect most traditional villages during the period of rapid integration of culture and tourism. Compared with the cases in configuration 1, this type of village is undergoing self-exploration in the absence of policy and financial support related to the integration of culture and tourism. Due to the rapid development of the tourism industry, the cultural and tourism product systems of these villages are relatively singular, so the integration of culture and tourism still needs to be driven by the deep integration of resources. At the same time, these villages will vigorously build relatively complete supporting facilities that allow culture and tourism to adapt to the rapidly expanding tourism reception scale. In addition, due to the lack of strong intervention from local governments, many of these villages have formed a management situation that is led by local villagers, and villagers have a strong voice in participating in the integration of culture and tourism. However, the long-term development model dominated by economic benefits will make these traditional villages overlook the cultural inheritance. Moreover, insufficient intervention and support from local governments may also lead to serious income stratification, social inequality, and marginalization of some villagers.
(3) Progressive development path
The consistency of configuration 3 is 0.866556, which can explain 24.50% of the cases. Lingshui and Shuiyu are typical cases of this configuration. In configuration 3, the resource base and government support as the core causal conditions are present; marketing as the peripheral condition is present; and facility level and management investment as the core causal conditions are absent. This type of traditional village is generally a combination of small-scale tourism space and villagers’ living space, and it is commonly found in traditional villages with a low level of culture and tourism integration. When the levels of facilities and management are not advantageous, abundant resources and strong government support become the keys to promoting this integrated development path. On the one hand, the cases in configuration 3 have effectively activated the economic income from tourism through low-intensity progressive development. For example, Shuiyu relies on traditional cultural landscapes such as geomancy patterns, ancient trade routes, and temple buildings to ensure an annual tourist count of about 50000 people. However, due to the lack of in-depth exploration of the culture, the development model of these villages still relies mainly on sightseeing, with limited added value of the cultural and tourism products. On the other hand, under the leadership of the local government, the material cultural space of these traditional villages has been greatly restored, which has a certain promoting effect on the deep integration of culture and tourism. For example, in 2018, the Mentougou district provided a special construction fund of 140 million yuan for the protection and repair project of Lingshui and carried out detailed planning for cultural heritage and tourism development.
In addition, the consistency threshold setting excluded Nanjiao, Huanglingxi, Deling, Yanhecheng, Wanniangfen, and Xiniuyu, which is consistent with the coverage results of the configuration analysis for the non-integration of culture and tourism. Most of these cases are in the initial stage of culture and tourism integration, and their development is affected by various obstacles, which urgently require improvement in various dimensions. At the same time, in order to enhance the reliability of the QCA analysis, we adjusted the consistency threshold value for robustness testing (Zhu and Guo, 2020), which changed the commonly accepted standard of 0.80 for the consistency threshold setting in the previous analysis to 0.85. However, the three configuration results obtained after adjusting the results remained unchanged, indicating that the three configuration paths for the integration of culture and tourism obtained in this article are robust.

4 Conclusions and discussion

4.1 Conclusions

Taking 16 typical traditional villages in Beijing as cases, this study constructed a theoretical framework and indicator system for assessing the level of culture and tourism integration in traditional villages. Furthermore, we evaluated and analyzed the levels of the case villages and the main influencing factors and configuration paths for the integration of culture and tourism. The main conclusions are as follows.
(1) Due to the strong attributes of cultural heritage represented by traditional villages, this study interpreted their regional system as a complex adaptive system composed of economic, social, ecological, and cultural sub-systems. The integration of culture and tourism in traditional villages is a dynamic process that follows the logic of the deep integration of cultural and tourism resources, cultivation of the cultural and tourism products and enhancement of the functions of the cultural and tourism industry, which continuously release comprehensive benefits such as economic development, social progress, ecological conservation, and cultural inheritance to the regional system of the traditional villages, thereby promoting their comprehensive revitalization.
(2) The closeness of the levels of culture and tourism integration in the cases are between 0.0616 and 0.8322, with typical characteristics of hierarchical differentiation in the different evaluation dimensions. The levels of each village in the four sub-dimensions are imbalanced.
(3) In the necessary condition analysis, the five variables of resource base, facility level, government support, management investment, and marketing could not become necessary conditions for the integration of culture and tourism development in traditional villages alone. Therefore, the factors influencing the integration of culture and tourism must be configuration paths.
(4) There are three configurations for the integration of culture and tourism in traditional villages, namely mature development path, rapid development path, and progressive development path. This finding indicates that there is no unique combination of influencing factors for the integration of cultural and tourism in traditional villages, but rather different configuration paths can drive this integration. Therefore, each traditional village needs to choose the most suitable combination of influencing factors based on its own level of culture and tourism integration.

4.2 Discussion

Traditional villages are the living fossils of Chinese rural history and culture (Zhou et al., 2021), and their effective protection (Wang and Sun, 2022) and sustainable activation (Li et al., 2018) are the keys for promoting urban-rural integration and comprehensive rural revitalization. As an important way to achieve these goals, the integration of culture and tourism in rural areas should return to rationality, and not follow conservatism. It is necessary for such integration to be guided by the comprehensive improvement of the economy, social progress, ecological conservation, and cultural inheritance. Besides, the villages should choose appropriate development paths for the integration of culture and tourism and seek comprehensive benefits in the dynamic changes. By deeply tapping into rural cultural memories, systematically upgrading the facilities of the village, actively formulating support policies, innovating rural cultural and tourism management mechanisms, and cultivating rural marketing models, we aim to add to the cultural value of traditional villages and the interactive construction of tourism elements. This strategy will promote the transformation from sightseeing to the deep integration of culture and tourism, and achieve the flow of development elements between urban and rural areas, so as to accelerate the process of urban-rural integration and comprehensive rural revitalization in China.
This study first theoretically considered the integration of culture and tourism in traditional villages based on disciplines such as geography, management, and sociology, and then constructed an evaluation system and influencing factor model for determining the level of culture and tourism integration in traditional villages. Through empirical analysis, the feasibility and applicability of the evaluation system and influencing factor model have been preliminarily demonstrated, and they are comparable to existing research results (Lu et al., 2010; Wang and Xu, 2015; Zhuang et al., 2018; Zhang et al., 2022). Therefore, this study enriches the existing research on the evaluation of indicator systems and the analysis of multiple configuration paths in traditional villages. Secondly, this article took a set of 16 traditional villages as the research object, breaking away from the limitations of previous research on the integration of cultural and tourism industries at the mesoscopic and macroscopic scales, and enriching the research at the microscopic scale. Thirdly, this article expands the previous qualitative research on the integration of culture and tourism in traditional villages (Wu, 2019; Shi and Pei, 2020; Zhu, 2020; Wang, 2022) to include a combination of quantitative and qualitative research, scientifically evaluating its development level and configuration, providing new perspectives and methods for future research on the integration of culture and tourism in rural areas, and providing directional guidance and theoretical inspiration for future research.
In addition, this article has some limitations. First, this research is still an exploratory study on the evaluation of the level and the construction of influencing factor models for the integration of culture and tourism in traditional villages. Therefore, further universality testing is needed in the theoretical connotation, the construction of the evaluation index system, the revision of indicator scoring standards, and the choices of influencing factors, which is another direction that needs to be continuously deepened and improved in future research. Moreover, the cases selected in this article are typical traditional villages in Beijing, which introduces certain limitations in sample representativeness. It is necessary for future studies to supplement cases from different provinces, cities, regions, tourism development types, and cultures to improve the scientific validity of the research. Furthermore, due to the difficulty in obtaining historical data from traditional villages, this study does not consider the dynamic evolution process and spatiotemporal differentiation analysis of the levels and configuration paths for the integration of culture and tourism in traditional villages. Therefore, it is also necessary to continue to expand upon this study in future research. Lastly, traditional villages are only one of the typical settlement forms in rural areas. With the continuous promotion of strategies such as new urbanization, urban-rural integration, common prosperity, rural revitalization, and the carbon peaking and carbon neutrality goals, important directions for future research include measuring the level of culture and tourism integration and rural revitalization from a micro perspective, promoting the deep integration of culture and tourism and green consumption, revealing the interactive mechanisms between industrial integration and rural revitalization, and exploring the models and paths of common prosperity between urban and rural areas.

Acknowledgements

The authors would like to thank 26 professors and associate professors who participated in the Analytic Hierarchy Process and village committees, villagers, and tourists of each case village for their support in collecting data in the early stage of this research.

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