Interactive gentrification in rural tourism in China: multi-actor dynamics and rural transformation

Beyond transformations of rural landscapes and cultural spaces, rural tourism often attracts migrants and contributes to rural gentrification. Managing the coexistence of new and original residents through various forms of interactions is crucial for achieving rural sustainability. Drawing on the interaction ritual theory, this study conceptualizes ‘interactive gentrification’ to examine how multi-actor interactions in rural tourism re-shape the material and emotional spaces of villages. With Yudong Village, Zhejiang Province of China as an example, this study engages a qualitative case-study approach, engaging on-site observations, semi-structured interviews with multiple actors, and the analysis of online tourist reviews and other types of secondary data. Research reveals that local residents initially mobilize cultural resources and reshape space through daily interactions, which lay the groundwork for ritualized interactions that accumulate emotional energy and strengthen place-based bonds. These emotional connections, in turn, foster local identity, attract new actors, and reinforce both economic diversification and community cohesion. By tracing the emergence and evolution of interactive gentrification, this study enriches theoretical understandings of rural transformation and advances geographic discussions in tourism by integrating emotional and relational dimensions. Practical insights for designing inclusive and participatory rural tourism strategies to balance economic revitalization and social sustainability are then generated.