Is more rural digitization always better for tourism? An innovative multiscale spatial perspective

Addressing the global challenge of promoting digital transformation in rural areas and reducing the urban–rural digital divide is crucial. This study explores rural digitization within the framework of tourism literature, an area that has received limited scholarly attention. Utilizing economic geography methodologies, this research examines the multiscale relationship between rural digitization and tourism development efficiency at the county level. Our empirical findings reveal significant spatial heterogeneity in both rural digitization and tourism development, diverging from the existing consensus by uncovering the negative impact of rural digitization on tourism development at the county level. The study also identifies a moderating effect of tourism’s contribution to GDP and per capita GDP, which negatively moderates this impact. This research emphasizes the critical need for a geographic perspective to comprehensively understand the complex relationship between digital technology and tourism development. It provides recommendations for tourism policymakers and developers regarding digitalization in rural areas.