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| RESEARCH PROGRESS ON EXTERNAL OPERATORS OF RURAL TOURISM: THE GENERAL LOGIC UNDER THE CONTEXT OF CHINESE SYSTEM |
| WU Wen-zhi, QIAO Meng |
| School of Business Administration, East China Normal University, Shanghai 200062, China |
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Abstract During the past 20 years of development experienced by rural tourism, there have been more and more external operators starting to engage in this sector. Playing an important role in the development of rural tourism in China, external operators exert a profound influence on rural economic and social development. Despite plenty of studies on rural tourism, there are still few studies on external operators. The following conclusions are drawn based on a study of 135 relevant literature sourced from authoritative databases. Through an in-depth explanation as to the motivation of external operators, the existing research has reached a certain consensus on the choice of business mode. Besides, the relevant studies have elaborated on the tendency shown by external operators in social communication, social responsibility and social governance, with in-depth studies conducted to explore their impact on rural industry and economic development, population structure and social relations, as well as cultural change. However, there is still little research on the economic and social attributes of external operators under the context of Chinese practicalities. There are not only few studies exploring the correlation between motivation, operation style and behavioral tendency of external operators, but also a lack of research on the influence of their transition and subdivision subject. It is further proposed in this study that the external operators have developed a unique social behavior tendency and influence in the process of conducting rural tourism business, which constitutes the logic of research on the rural tourism external operators with Chinese characteristics. Therefore, it is necessary to focus future effort on the cross-cutting research of growth variables and the in-depth impact of external operators. Moreover, follow-up research should be conducted to reveal the relationship between external operators and the high-quality development of rural tourism. And attention shall also be paid to the profound influence of external operators on rural social development. With theoretical research as guidance, a win-win cooperation can be achieved for both external operators and rural tourism.
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Received: 15 January 2022
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2023, Vol. 38 
