Digital Economy and Rural Tourism Development in China: A Coupling Coordination Analysis Across Provinces

This study examined the relationship between the digital economy and rural tourism development in China from 2020 to 2024 using the Coupling Coordination Theory framework. Specifically, it analyzed the characteristics of the digital economy and rural tourism development, assessed regional differences according to geographic location, fixed-asset investment levels, and natural resource endowments, and evaluated the coupling coordination relationship between the two systems. A quantitative descriptive-correlational design utilizing panel data from 30 Chinese provinces was employed. The digital economy was measured through digital infrastructure, digital industry development, and digital inclusive finance, while rural tourism development was assessed through environmental, economic, and social dimensions. The Entropy Weight Method, TOPSIS, Analysis of Variance, and the Coupling Coordination Degree Model were used for data analysis. Findings revealed that the digital economy demonstrated steady growth, primarily driven by digital infrastructure and digital inclusive finance. Rural tourism development likewise improved during the study period but remained uneven across regions. Significant regional differences were identified in both systems, particularly when provinces were grouped according to geographic location and natural resource endowments. The coupling coordination analysis showed a progressively strengthening relationship between the digital economy and rural tourism development, although overall coordination remained at a transitional stage. Geographic location emerged as the most influential source of spatial heterogeneity. The study concludes that digital transformation serves as a critical driver of rural tourism development and rural revitalization in China. However, achieving balanced and sustainable development requires region-specific policies that address disparities in digital infrastructure, investment capacity, and tourism resources.

Digital economy, rural tourism development, coupling coordination, rural revitalization, spatial heterogeneity, China.

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