Rethinking Cultural Creativity and Tourism Resilience in the Post-Pandemic Era in Chinese Traditional Villages

ABSTRACT

Traditional villages constitute rural systems with rich cultural heritage resources and the potential for tourism development. Improving resilience in the tourism industry in traditional villages in the post-pandemic era must be urgently reconsidered. This study focuses on the Chinese villages of Zhang Guying and Rebala in Hunan Province and uses a qualitative analysis method. Through in-depth study of two case villages, the study finds that traditional Chinese villages, especially tourist-oriented traditional villages, are more vulnerable to the impact of the epidemic than cities and other places. However, because of their unique traditional cultural connotations, traditional Chinese villages have the potential to enhance tourism resilience in the post-epidemic era through cultural excavation and cultural creative production. The embossed patterns, couplet stories, architecture and folk culture of traditional villages can be used for cultural and creative production. The production of digital products and physical cultural and creative products, and the formation of related industrial chains, will help improve the resilience of village tourism. The joint action of villages, attractiveness (scenic spots), production, social capital, government structure, and cultural creativity helps to transform “vulnerable individuals” into “ resilient industrial structures”. This research helps to reconsider whether the past tourism concepts (cultural creativity and creative tourism) have an effect on existing tourism destinations (especially Chinese traditional villages) in the context of the post-epidemic era, and whether they can be rejuvenated. Like other small organizational structures facing the threat of the epidemic, Chinese traditional villages have problems such as insufficient costs and reduced resource advantages. This study will focus on these issues to explore how cultural creativity can help improve existing problems and enhance tourism resilience.