Uncovering the Common Root Cause of Rural Tourism Challenges: A Comparative Analysis of China and the U.S.

Despite the vast differences in cultural, political, and economic contexts between China and the U.S., our interviews with stakeholders in Michigan (U.S.) and Anhui (China) reveal shared challenges in rural tourism——environmental sustainability concerns, limited distinct innovation in tourism offerings, infrastructure deficiencies, and insufficient community engagement and intrinsic motivation. This study identifies the common root cause behind the shared challenges in rural tourism as rooted in policy and governance. The analysis introduces an "Ideal Point" framework, which suggests neither extreme—whether high or low levels of government intervention—is optimal for fostering sustainable rural tourism. Instead, the best approach lies in achieving a balanced level of intervention tailored to the specific needs of each nation.