The Influencing Factors of Sustainable Agriculture Tourism in the Farmhouses of Hainan, China

This study explores the factors that affect sustainable tourism practices in rural communities in Hainan Province, China. The theoretical perspective of social exchange theory is typically structured with a well-defined dimension. Previous research has not underlined the importance of investigating new factors influencing sustainable tourism. This study takes a qualitative approach, employing in-depth interview techniques, with 14 Shi Cha Village villagers interviewed in-depth, and the data is analyzed using Nvivo12 software. The model of sustainable development of agricultural community tourism is established based on the qualitative findings. The findings show that Shicha Village, as a rural tourism destination, has abundant natural and profound cultural resources, which are the primary conditions for tourism development. Brand development is an unavoidable option for increasing the community's popularity and ensuring the long-term development of tourism. This study adds three new variables to the Social Exchange Theory: brand, policy, and leadership. The research findings have practical implications for rural tourism decision-makers and managers.