PARTICIPATORY CULTURAL TOURISM TOWN BRAND DESIGN BASED ON PAR MODEL: A CASE STUDY OF CHINA'S FIRST VILLAGE OF DIANHONG TEA
คำสำคัญ:
Participatory Action Research, cultural tourism, brand design, community engagement, rural revitalization, tea cultureบทคัดย่อ
Community-based cultural tourism is widely promoted for rural revitalization, yet most destination branding models remain top-down, expert-driven, and weakly participatory. These conventional models tend to commodify culture, overlook local knowledge, and generate brands that communities do not own, undermining long-term sustainability. This study applies a Participatory Action Research (PAR) framework to co-design a cultural tourism town brand for Anshi Village in Yunnan, officially recognized as “China’s First Village of Dianhong Tea.” The research followed a four-stage PAR cycle planning, action, observation, and reflection with 80 stakeholders, including residents, tea farmers, tourism operators, government officials, and academic experts. Data were collected through focus groups, semi-structured interviews, participatory design workshops, baseline and follow-up household surveys, visitor surveys, and economic monitoring. Qualitative data were examined using thematic analysis, while quantitative data on participation, brand awareness, satisfaction, and income were analyzed using descriptive statistics.
Results show that household participation in tourism activities increased from 12% to 85%, and visitor brand recognition rose from 26% to 77%. Visitor satisfaction averaged 8.6/10, with particularly high ratings for cultural authenticity (9.1), community interaction (8.8), and educational value (8.7). Average household tourism income increased by 119%, 49 new tourism-related jobs were created, and 90% of youth (aged 15–25) reported greater understanding of local tea heritage. Fifteen previously undocumented traditional tea-processing methods were also recorded and incorporated into tourism products.
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