Structural Mismatch: The Tension Between Homogenized Supply and Diversified Demand in China's Tourism Industry

In the wake of Chinas post-pandemic tourism rebound, deep structural tensions have surfaced: a homogenized supply system is increasingly out of step with diversified, experience-driven tourist demand. This study investigates the mismatch through critical policy analysis, rural-urban case comparisons, and mechanism-based interpretation. While travelers now seek immersive, personalized, and culturally meaningful experiences, many destinations remain locked in a legacy ticket economy, offering formulaic attractions and duplicated designs. The result is widespread dissatisfaction, service strain during peak periods, and wasted investment in copycat developments. Root causes are identified, including growth-centered governance incentives, policy misalignment, and fragmentation across planning and operational systems. The mismatch affects both rural and urban tourism, reflecting a system-wide inertia. The core argument is that Chinas tourism must transition from quantity expansion to quality governance centered on authenticity, experience design, and inter-agency coordination. Such a shift is essential to restore competitiveness and realize tourisms evolving role as a happiness industry and social value generator.