Rural tourism impact on rural depopulation: evidence from China

Purpose This study aims to investigate the impact of rural tourism in mitigating rural depopulation in China, focusing on the roles of gender and age dynamics. Rural depopulation is a global issue, causing economic decline and structural challenges across the regions. China, facing rapid urbanization, exemplifies this crisis, with widespread rural depopulation leading to stagnation. Design/methodology/approach Using quarterly time-series data from China’s Statistical Yearbooks, this research uses the autoregressive distributed lag model and Granger causality tests to quantify rural tourism’s impact on depopulation trends. This study provides novel theoretical and methodological contributions by integrating endogenous growth, human capital and cumulative causation theories into a unified framework under the umbrella of synergy theory (ST) to analyze the role of rural tourism in mitigating depopulation through gender- and age-specific (moderators) pathways. Findings The findings reveal that rural tourism significantly reduces depopulation, with women showing greater retention rates than men due to gendered employment opportunities in tourism and cultural roles. Furthermore, younger and older demographic groups show heightened responsiveness to tourism opportunities, positioning them as crucial actors in reversing depopulation trends. The interaction between rural tourism and gender- and age-specific demographics underscores the need for targeted interventions to optimize tourism’s impact. This study identifies a paradox that higher rural incomes unintentionally accelerate male outmigration, highlighting the need for policies that complement economic growth with social investments to stabilize the rural population. Research limitations/implications Focusing on China limits generalizability; future studies should compare governance models across regions. Reliance on aggregated data suggests the need for mixed-method approaches. Longitudinal research is required to assess the sustainability of tourism-driven retention. Practical implications This study challenges one-size-fits-all revitalization strategies, advocating for gender-sensitive initiatives (e.g. funding for women-led enterprises) and age-tailored programs (e.g. digital platforms for youth, wellness tourism for seniors) to amplify population retention. Economic growth must be paired with health care, education and cultural infrastructure investments to counterbalance income-driven migration. By bridging theoretical rigor with actionable insights, we redefine rural tourism as a demographic-specific tool for sustainable revitalization and reversing depopulation trends, offering a replicable model for policymakers in China and beyond. Social implications Rural tourism empowers women through economic participation, strengthens intergenerational bonds by engaging older adults in heritage preservation and mitigates urban overcrowding. Addressing gendered and generational disparities fosters inclusive revitalization, enhances social cohesion and safeguards cultural identity in depopulating regions. Originality/value This study is the first to integrate endogenous growth, human capital and cumulative causation theories into a unified framework under the umbrella of ST to explain rural depopulation through demographic-specific mechanisms. Methodologically, it advances the field by applying econometrics techniques to explore depopulation trends, offering empirical rigor absent in prior qualitative studies. Quantifying gender- and age-cohort impacts addresses key literature gaps on demographic heterogeneity in migration decisions.