







































 Humanities and Social Science Research; Vol. 8, No. 5; 2025 

ISSN 2576-3024   E-ISSN 2576-3032 

https://doi.org/10.30560/hssr.v8n5p19 

 19 Published by IDEAS SPREAD 

 

Study on the Empowerment of Women's Participation in Rural 

Tourism Under the Background of Rural Revitalization —— Take the 

Rural Revitalization Demonstration Area of Mount Tai Jiunu Peak as 

an Example 

Shuya Zhang1,2, Yanbin Feng1, Xun Zeng1, Xutong Jiang1 & Yang Chang1 

1 Southwest Forestry University, China 

2 Nanjing Agricultural University, China 

Correspondence: Yanbin Feng, Southwest Forestry University, Kunming, Yunnan, China. 

 

Received: August 31, 2025; Accepted: September 11, 2025; Published: September 12, 2025 

 

Abstract 

With continuous socioeconomic development, rural tourism has not only become a vital component of China's 

tourism industry system but also serves as a key mechanism to implement national development strategies and 

empower rural revitalization. As talent development forms the foundation of rural revitalization, women—

benefiting from their unique advantages—are increasingly becoming driving forces and contributors to rural 

tourism development, currently constituting a significant proportion of rural surplus labor. Taking the Tai Shan 

Jiunu Peak Rural Revitalization Demonstration Zone as a case study, this paper focuses on women within its 

jurisdiction. Through literature review, questionnaire surveys, and semi-structured interviews, it explores their 

empowerment manifestations in rural tourism under the context of rural revitalization. The findings reveal: (1) 

Women's rights in Jiunu Peak have improved across four dimensions—economic, political, psychological, and 

social—with greater enhancements observed in economic and psychological empowerment, while social 

empowerment shows limited development and weaker political awareness; (2) Specific manifestations include: 

economic empowerment exhibiting "skill stratification," political empowerment showing "formalized institutional 

empowerment," psychological empowerment demonstrating "intergenerational differentiation" and "role conflict," 

while social empowerment faces challenges in achieving "symbolic recognition"; (3) Building on this foundation, 

the author deeply integrates women's empowerment into the five pillars of rural revitalization: industry, talent, 

culture, ecology, and organization. By restructuring systems, reallocating resources, and reshaping capabilities, 

the study demonstrates how "women's development" and "rural revitalization" can mutually reinforce each other. 

This approach transforms women from "participants in development" to "leaders in revitalization," enabling them 

to gain tangible empowerment through rural tourism. Such efforts carry significant theoretical and practical 

implications for sustainable rural tourism development, poverty alleviation through tourism, and the promotion of 

social equity and justice in the new era. 

Keywords: rural revitalization, rural tourism, women's participation, empowerment, Jiunu Peak 

1. Introduction 

The report of the 20th National Congress of the Communist Party of China states: "Comprehensively advance 

rural revitalization. The most arduous and demanding tasks in building a modern socialist country remain in rural 

areas[1]". Since the 18th National Congress, President Xi Jinping has conducted multiple inspection tours in 

Shandong Province, delivering a series of important directives that have steadily advanced the rural revitalization 

strategy. As rural revitalization enters its deepening phase, rural tourism—a new form of economic development—

has become a powerful driver for reshaping high-quality transformation in rural society[2]. It plays a vital role in 

promoting rural development, safeguarding farmers 'principal status, enriching people's spiritual lives, enhancing 

rural livelihoods, and advancing green development in villages[3]. Furthermore, it is gradually emerging as a 

significant direction for domestic tourism development with promising market prospects. 

However, due to the influence of Shandong's distinctive patriarchal culture, some women remain marginalized in 

rural tourism development. They face disadvantages in economic, cultural, and social environments while lacking 

awareness and effective channels to assert their self-interests. Therefore, addressing rural women's interests and 

researching empowerment issues has become an objective requirement for sustainable rural tourism development 



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and poverty alleviation through tourism in the new era. This also represents an inevitable trend toward promoting 

social equity and justice. 

2. Research Review 

2.1 Domestic and International Research on Women in Tourism Development 

The participatory development concept originates from Sen's developmental theory, with its essence rooted in two 

pillars: "participation" and "empowerment". Participation requires active involvement of poverty-stricken 

communities in all phases of poverty alleviation efforts, while empowerment involves removing barriers to their 

participation while ensuring engagement. Governments must transition from traditional poverty relief roles to 

becoming empowerers by granting more autonomy to beneficiaries, thereby promoting their active participation 

and self-improvement. Participation serves as the foundation, while empowerment acts as the safeguard. This 

establishes a participatory mechanism where beneficiaries engage throughout the poverty reduction process, 

ultimately sharing in the benefits of industrial growth [4]. 

In 1995, Swain first raised the issue of social gender in tourism development, marking the beginning of growing 

academic attention to women's participation in tourism. International research on female involvement in tourism 

began as early as the 1970s, with early studies focusing on female employment in the industry and women's travel 

behaviors. Furthermore, the 1997 World Tourism Organization Agenda 21 explicitly emphasized that sustainable 

tourism should involve all community levels, prompting scholars to explore gender empowerment and initiate 

research on women's empowerment. For instance, Irandu and Shah analyzed the impact of women's empowerment 

on tourism from a gender perspective, proposing that tourism could enhance gender equality through income-

generating activities and educational initiatives[5]. Naomi et al. argued that effective tourism policies could 

empower women, alleviate poverty, and achieve equality and equal opportunities, highlighting the significance of 

women's empowerment[6]. 

Domestic research started relatively late. The Western concept of "participation" was introduced to China in the 

late 1980s, and subsequently in the 1990s, economists and managers in the field of development assistance began 

to accept and recognize this concept more from the perspective of improving intervention efficiency. In fact, 

"participation" reflects a process of empowering grassroots communities, while "participatory development" is 

widely understood as a developmental approach characterized by active and comprehensive involvement of 

decision-making entities in the process of influencing people's living conditions and development planning 

projects[7]. The theory and practice of participatory development are now primarily applied to anti-poverty 

initiatives or public welfare projects, such as nature conservation and ecological restoration[8]. Current research 

mainly focuses on the development of female tourism markets, studies on female tourists' behaviors, and the impact 

of tourism on ethnic minority women. 

In summary, current research predominantly examines women as consumers, overlooking their dual roles as 

producers and operators in rural tourism development. In practice, women go beyond providing basic services by 

actively participating in planning and management processes—including resource selection, daily operations, and 

promotional activities—demonstrating their multifaceted contributions to rural tourism development. 

2.2 Domestic and International Studies on Empowerment and Tourism Empowerment 

Empowerment, a cross-disciplinary concept also translated as "empowerment" or "charging power", has gained 

increasing traction in tourism studies as its theory evolves and interdisciplinary integration deepens. Scholars 

worldwide hold divergent perspectives on both empowerment theory and tourism empowerment research. 

(1) Foreign research on empowerment and tourism empowerment 

In 1976, American scholar Barbara Solomon published her seminal work *Black Empowerment: Social Work in 

Oppressed Communities*, introducing the concept of "empowerment" for the first time in racial studies. She 

argued that empowerment involves overcoming specific barriers to change societal stereotypes about marginalized 

groups, enabling members to redefine themselves and regain confidence and self-esteem. Early research primarily 

applied empowerment theory in social work, focusing on enhancing the power and participation of socially 

disadvantaged populations, which gradually became a theoretical foundation for social services. As related theories 

matured and practical applications expanded, this framework gradually extended to other research domains. In 

1996, Akamal pioneered its application in tourism studies by emphasizing the necessity of power distribution, 

becoming the first to highlight how power impacts community engagement in tourism. In 1999, Scheyvens 

proposed that community residents are recipients of tourism empowerment during ecotourism research, 

establishing a four-dimensional empowerment framework encompassing economic, social, political, and 

psychological dimensions. He analyzed tourism empowerment comprehensively, noting that community tourism 



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development is often manipulated by privileged or affluent groups, while ordinary residents' limited power 

prevents them from benefiting from tourism economic gains[9]. In 2003, Sofield highlighted the necessity of 

tourism empowerment for sustainable development in his seminal work *Empowerment and Sustainable Tourism 

Development* [10]. In 2008, Yoko Okazaki proposed that tourism empowerment should follow the eight-stage 

hierarchy outlined by Arnold (1976) as a progressive process[11]. Later in 2010, David Weaver developed a six-

stage model illustrating the evolving relationship between tourism industries and local communities, introducing 

the concepts of in-situ empowerment and displaced empowerment[12]. 

In summary, international scholars' research on empowerment and tourism empowerment primarily focuses on 

fields such as economics, political science, sociology, and international relations. Their studies emphasize 

conceptual interpretation, structural analysis, evaluation methods, implementation content, and approaches to 

address fundamental questions about empowerment. These include: "What is empowerment?"  "Which rights 

need to be enhanced?"  "What are the pathways to empowerment?"  "What is the rationale behind 

empowerment?" and "What are the purposes and significance of empowerment?" Meanwhile, due to their early 

development, these studies have played a significant guiding role in the advancement of domestic research in this 

field. 

(2) Domestic research on empowerment and tourism empowerment 

In the field of sociology, empowerment is regarded as a social process that promotes social equity and justice by 

enhancing individuals 'social status and power. In psychology, empowerment is considered a process of self-

actualization and self-improvement, which enhances psychological well-being and happiness through boosting 

self-confidence and capabilities. In 2008, Chinese scholars Zuo Bing and Bao Jigang first systematically 

introduced Western empowerment theory into tourism research, organizing, absorbing, and critiquing it. They 

analyzed and proposed that empowerment serves as a crucial prerequisite for achieving sustainable tourism 

development, with individual empowerment preceding community empowerment. When applying empowerment 

theory to China's tourism practices, it is necessary to expand its scope to include promoting "individual rights" and 

"institutional empowerment" through national politics, thereby ensuring the legitimacy of both individual rights 

and community empowerment[13]. Subsequently, Zuo Bing further proposed using Yunnan's Diqing as a case 

study to demonstrate that empowerment is an effective approach to promote fairness and sustainability in tourism 

development[14]. Sun Ying argued that empowerment involves processes where individuals, groups, or 

communities tap into their inherent potential or seek external support, which not only strengthens individuals' 

ability to control their own destinies but also optimizes social resource allocation. Shi Zhuoma emphasized that 

empowering villagers in tourism requires comprehensive understanding and accurate grasp of rural tourism 

development trajectories, as only through deep comprehension can villagers avoid unnecessary detours when 

participating in decision-making. Huang Ji, in her research on the development of traditional ethnic folk arts, 

pointed out that tourism empowerment is one of the key strategies following stakeholder theory for driving 

sustainable tourism development. In 2012, Liao Junhua proposed a six-dimensional perspective building upon 

Schefens' four-dimensional framework, encompassing economic empowerment, social empowerment, political 

empowerment, cultural empowerment, psychological empowerment, and environmental empowerment. He further 

explored the relationship between tourism empowerment and participation willingness under this 

multidimensional view[15]. In 2015, Xiu Xintian introduced a five-dimensional perspective, categorizing tourism 

empowerment into five components: economic empowerment, political empowerment, psychological 

empowerment, social empowerment, and environmental empowerment[16]. 

In summary, domestic scholars 'research on empowerment and tourism empowerment primarily focuses on two 

fields: sociology and psychology. Research topics cover discussions on the core concepts of empowerment and 

tourism empowerment, explanations of their necessity and importance, exploration of implementation strategies, 

as well as empirical studies. Meanwhile, with the gradual localization of related concepts and theories in China's 

research, domestic scholars are actively exploring research approaches that better align with China's national 

conditions. They are no longer confined to community empowerment, and their research perspectives and 

methodologies are becoming increasingly diversified. 

2.3 Summary 

In summary, research on women's empowerment in rural tourism has achieved significant progress both 

domestically and internationally, spanning multiple academic disciplines. However, existing studies still face 

limitations, particularly the lack of comprehensive interdisciplinary analysis and in-depth empirical research. 

Future research should focus on three key areas: First, enhancing interdisciplinary integration by combining 

empowerment theory with methodologies from psychology, sociology, economics, and related fields. Second, 



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strengthening empirical validation through surveys and experiments to verify the feasibility and effectiveness of 

empowerment theories. Third, emphasizing practical implementation by applying these theories to social practices 

and policy development to advance social equity and progress. 

3. Overview of the Case 

Shandong Province has thoroughly studied the methodologies, development philosophies, and implementation 

mechanisms behind its "Model Village Initiative and Comprehensive Rural Improvement Program". Building 

upon grassroots practices, the province has pioneered a "cluster-based village development" approach, establishing 

demonstration zones as key implementation tools. To date, 138 provincial-level model zones have been launched 

across the region, creating a tiered construction framework with categorized advancement strategies. The Taishan 

Jiunu Peak Rural Revitalization Demonstration Zone (hereafter referred to as "Jiunu Peak") has emerged as a 

timely response to these efforts. 

Nestled in Daiyue District of Tai 'an City, Shandong Province, Jiunu Peak stands as the inaugural rural 

revitalization project developed by Lushang Group. This integrated resort combines leisure tourism, conference 

facilities, and vacation amenities. Through comprehensive rural development initiatives, it has transformed a once 

impoverished mountainous area with poor transportation infrastructure into a vibrant tourist destination. With a 

population of 13,000 residents, Daiyue District statistics indicate that women constitute 50.18% of the population, 

translating to approximately 6,536 female residents. The current tourism development model combines 

government support, corporate partnerships, and village collectives. This transformation has created extensive 

employment opportunities for local women while significantly enhancing their economic status and social standing. 

Women play vital roles in Jiunu Peak's tourism sector, not only maintaining traditional agricultural and household 

responsibilities but also actively contributing to rural tourism services—including homestay operations, catering 

services, and tourism merchandise production—all designed to deliver comfortable and enjoyable travel 

experiences for visitors. 

4. Research Programme 

The study is grounded in empowerment theory and participatory development theory, primarily employing 

questionnaire surveys and sociological in-depth interviews. Beginning in 2023, the author collected materials on 

Jiunufeng's rural tourism, women's engagement in tourism, and tourism empowerment-related topics and literature. 

Field preliminary research was conducted in January, February, August, and December of the same year. Based 

on collected data, the final questionnaire content and interview outline were finalized by late December. Key 

research sites included Zhujia Village (February 25-26,2024), Beizhang Village, Liyu Village, and Balou Village 

(March 2-3, 2024), with a follow-up supplementary survey conducted on February 13,2025. 

The questionnaire consists of three main sections: the first covers basic personal information, the second details 

participation in rural tourism activities, and the third assesses perceived empowerment gains from these 

experiences. The survey included 188 women with 91.5% valid responses, of whom 172 actively contributed to 

rural tourism development initiatives. 

 

Table 1. Overview of questionnaire samples 

 content  

 option  Number of 

persons/person 

 the 

proportion of 

/% 

 age  

A.18 years and under 5 2.91 

B. 19-25 years 41 23.84 

C. 26-35 years 30 17.44 

D.36~45 45 26.16 

E. 46-55 years 15 8.72 

F.56 years and older 36 20.93 

 degree of education  

A. Primary and below 18 10.47 

B. Junior secondary/senior 

secondary/higher secondary 
44 25.58 

C. College/undergraduate 104 60.47 

D. Postgraduate and above 6 3.49 

 family structure  
A. unmarried  44 25.58 

B. Married, no children 14 8.14 



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C. Married with at least one child 

under 18 years of age 
66 38.37 

D. Divorced, no children 3 1.74 

E. Divorce with at least one child 

under 18 years of age 
4 2.33 

F. Married or divorced with 

children of full age 
40 23.26 

G. other  1 0.58 

The average monthly income 

level after participating in rural 

tourism 

A.2000 yuan and below 16 9.3 

B. 2001-3000 yuan 42 24.42 

C.3001~4000 yuan 43 25 

D.4001~5000 yuan 46 26.74 

E.5001 yuan above 25 14.53 

Source: The author compiled the data according to the questionnaire survey 

 

In addition, there are 16 women who are not involved in the development of rural tourism. The reasons for not 

participating are mainly: no time, no opportunity, busy with taking care of children, not related to their own 

professional field, no idea to participate, the government has not popularized it, and there is no channel to 

participate. The specific word frequency analysis is shown in Figure 1. 

 
Figure 1. Word frequency analysis of reasons for not participating in rural tourism 

 

The interview samples were collected using convenience sampling. As this study focuses on women's 

empowerment through rural tourism participation, face-to-face interviews were conducted with women involved 

in rural tourism development. Before interviews, we first asked participants whether they had participated in rural 

tourism initiatives. If denied, we would inquire about reasons for non-participation and terminate the interview. 

For confirmed participation, we followed a pre-designed interview outline with verbatim documentation. Key data 

collection areas included: (1) What positions did you hold before and after rural tourism development? (2) What 

motivated your initial involvement in rural tourism? (3) Have your economic income and living standards 

significantly improved since participating? (4) Was the government decision-making process transparent during 

rural tourism planning? Did you have opportunities to voice opinions during policy formulation? (5) Has rural 

tourism development deepened your understanding of local folk culture? (6) What challenges do you currently 

face in rural tourism initiatives? What roles do you believe women should play in rural tourism development? 

What are your perspectives or suggestions regarding women's participation? Interviews averaged 20 minutes per 

participant, with the longest lasting 35 minutes and shortest 13 minutes. The interview materials were recorded in 

real time to capture information, but in order to prevent the omission of key information and details, after obtaining 

the permission of the interviewees, the author used the recording application on the mobile phone as a 

supplementary recording means, and after the interview, the audio files were systematically sorted out. 

Among them, the basic information of 15 women involved in rural tourism development in the selected case area 

is shown in Table 2: 

 



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Table 2. Basic sociodemographic characteristics of interviewees 

number   age   degree of education   marital status  Occupation/position 
Monthly 

income level 

Z1 

56 years 

and 

above 

Primary school and 

below 

Married with 

adult children 
Vendors at markets 

Under 2000 

yuan 

Z2 

26~35 

years 

old 

Junior high 

school/vocational 

school/high school 

Married with at 

least one child 

under 18 

Caiyun Garden/Staff 
2000~3000 

yuan 

Z3 

56 years 

and 

above 

Primary school and 

below 

Married, 

children are all 

adults 

XX supermarket / owner 
Under 2000 

yuan 

Z4 

56 years 

and 

above 

Junior high 

school/vocational 

school/high school 

Married, 

children are all 

adults 

Pig Farm Agricultural 

Culture Experience 

Base/farm worker 

2000~3000 

yuan 

L1 
36-45 

years 

Junior high 

school/vocational 

school/high school 

Married with at 

least one child 

under 18 

No. XX, Farm House / 

Owner 

4000~5000 

yuan 

L2 

56 years 

and 

above 

Primary school and 

below 

Married, 

children are 

adults 

No. XX, Farm House / 

Waiter 

Under 2000 

yuan 

L3 

56 years 

and 

above 

Primary school and 

below 

Married with 

adult children 

Strawberry picking 

garden/Staff 

Under 2000 

yuan 

L4 

26~35 

years 

old 

College/university 

Marital status: 

Married, no 

children 

XX Xiangchun online 

shop/operator 

2000~3000 

yuan 

B2 
19-25 

years 
College/university  unmarried  Nagano Hospital/Staff 

4000~5000 

yuan 

B3 
46-55 

years 

Junior high 

school/vocational 

school/high school 

Married with at 

least one child 

under 18 

Nagano-Chukyu 

Restaurant / Front desk 

(shift leader) 

3000~4000 

yuan 

Supplementary table 2 

number   age   degree of education   marital status  Occupation/position 
Monthly 

income level 

BZ1 
19-25 

years 
College/university 

Married with at 

least one child 

under 18 

Hotel / Front Desk in 

Spring 

2000~3000 

yuan 

BZ2 
26-35 

years 

Junior high 

school/vocational 

school/high school 

Married with at 

least one child 

under 18 

Tourism 

performance/actors 

3000~4000 

yuan 

X 
36-45 

years 

Junior high 

school/vocational 

school/high school 

Married with at 

least one child 

under 18 

Hotel cleaning in spring 
2000~3000 

yuan 

D 

26~35 

years 

old 

College/university 

Married with at 

least one child 

under 18 

Hotel staff (General 

Manager) in spring 

3000~4000 

yuan 

Source: The author compiled the data based on interview records 

 

In addition, through communication, the author also learned that most respondents are currently employed mainly 

in rural tourism-related jobs, supplemented by agriculture or other non-agricultural industries. The initial 

motivation for participating in rural tourism is to work nearby and obtain higher economic income. The specific 

ways of participating in rural tourism are summarized as follows in Table 3: 

 



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Table 3. Ways of participating in rural tourism 

 class  Specific elaboration  instance  

Government + 

individual 

Relevant government units will create 

a series of entrepreneurship and 

employment bases, actively carry out 

relevant vocational skills training, and lead 

and promote women's employment. 

The Women's Federation of Daiyue 

District established a women's poverty 

alleviation base in Caiyun Garden, 

employing qualified local women to 

achieve employment at home (Z2, Z4, L3) 

Business + 

Individuals 

Enterprises directly employ women to 

alleviate the problem of employment 

Spring City Resort Hotel and 

Yeyouyuan boutique Homestay under 

Shandong Culture and Tourism Group are 

recruiting qualified local women to 

achieve employment at home (B2, B3, 

BZ1, BZ2, X, D) 

Individuals vs. 

individuals 

Expand the scale of rural tourism by 

the "pioneers" and employ other women 

The owner of Farm House No.19 

employs women from the surrounding 

area as helpers (L2) 

 individual 

operation  
Independent tourist reception facilities 

The major farmhouse in Rifu village 

(L1) 

Source: The author compiled the data based on interview records 

 

5. Analysis of Women's Empowerment in Jiunu Peak 

Based on the previous literature and the current situation of Jiunu Peak, this paper describes the changes of 

women's sense of empowerment in Jiunu Peak from four dimensions of economy, politics, psychology and society 

according to the weighting theoretical framework proposed by Scheyvens. The details are as follows: 

 

Table 4. Analysis framework for increasing rights 

Dimension of 

increase in 

equity 

The representation of empowerment 

 economy  

Tourism brings lasting economic benefits to the local community, and the benefits are 

shared by the community families. Some of them are used for community construction (such 

as road construction, some public facilities, etc.), and the living standard of the community 

residents has been improved. 

 politics  

The interests of community residents can be satisfied and expressed through various 

channels. The community can participate in tourism decision-making and express the 

interests of the community through basic administrative organizations. 

 psychology  

The recognition of the uniqueness and value of their cultures, natural resources and 

traditional knowledge has strengthened the self-esteem of many community members, who 

are now seeking further education and training opportunities. Access to employment and 

economic benefits can improve the status of traditionally disadvantaged social groups such 

as women and youth. 

 society  

Tourism development helps maintain or strengthen community balance. When 

individuals and families work together to build successful tourism businesses, community 

cohesion improves. A portion of tourism revenue is used to build public facilities (such as 

schools and roads), which contributes to community development. 

 

5.1 Economic Dimension 

The change of tourism economic income is an important manifestation of whether tourism has the most direct 

impact on the local area after tourism intervention. Economic empowerment refers to the change of women's 

lifestyle through participating in rural tourism activities, which can obtain economic income, increase economic 

autonomy, and thus improve their economic status in the family and society. 

Before developing rural tourism, the Jiunu Peak area was a notorious "poverty-stricken village". Interviewee L1 

once shared her past as a traditional homemaker: "I used to stay home tending to our family..." (L1, March 3, 2024). 



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Another resident X remarked: "We used to stay home caring for the elderly and children every day. Now that my 

kids are older and in college, I've started earning extra cash to ease the financial pressure. We can save some money 

every month now..." (X, March 2, 2024). Z1 added: "Before Jiunu Peak fully developed rural tourism, we relied 

on farming. When my husband went out to work, I'd stay home growing wild vegetables, groundnuts (potatoes), 

and persimmons just to make ends meet. We couldn't even cover my two kids' school fees, so we had to borrow 

from neighbors in the town." (Z1, February 25,2024) 

Given the low entry barriers in tourism and women's inherent advantages in language skills, observational abilities, 

memory retention, visual thinking, and intuitive reasoning[17], interviews revealed that nearly all respondents 

reported increased employment opportunities and improved income since rural tourism development began. 

"When tourism started here, we gradually attracted more visitors from other regions. During off-seasons, I'd set 

up stalls selling peanuts, handicrafts, eggs, and duck eggs at local markets. When my aunt's restaurant got busy, 

I'd help out. Now I earn 2,000-3,000 yuan monthly. Though off-season earnings might be slightly lower, it's still 

better... (laughs)" (Z1, February 25,2024). L1, owner of Farmhouse No.19, noted improved living standards after 

government poverty alleviation programs and tourism development in Jiunu Peak: "Inspired by government 

initiatives, we started our farm stay business... Initially , we worried tourists might dislike our food, but many 

loved it and became regulars. (laughs) Look at this family who's a regular customer... Our income has steadily 

increased to over 4,000 yuan monthly now!" "(L1, March 3, 2024) Both B1 and B2 shared similar experiences. 

After graduating from university, they both took part-time jobs in first-and second-tier cities. 'While the income 

seems much higher now, after deducting daily expenses like rent, utilities, commuting, and food, we can't save any 

real money. Let alone settling down to buy a home there. Nowadays, working near my hometown is not only 

convenient but also comes with company-provided meals and housing. The pressure has eased compared to before, 

and I can even save a decent amount each month. '(B1, March 2, 2024) The regional development of Jiunu Peak's 

rural tourism has also alleviated employment pressure for college graduates to some extent, attracting more young 

entrepreneurs to return home and start businesses." 

The questionnaire analysis reveals that Jiunufeng's rural tourism development has indeed generated economic 

benefits for local women, with overall living standards showing improvement. However, a pronounced "skill 

stratification" phenomenon persists: women skilled in e-commerce operations typically experience greater income 

growth compared to those working in basic tourism services. Additionally, the number of job opportunities 

provided by scenic areas and tourism enterprises fails to meet all women's needs within the region. For instance, 

some women are excluded due to age-related limitations and educational constraints, highlighting the geographical 

constraints in the tourism industry's reach. 

5.2 Political Dimension 

Political empowerment refers to women's increased participation in village decision-making and governance 

through rural tourism activities, thereby enhancing their political engagement capabilities. This concept evaluates 

whether a region's political systems and regulatory frameworks effectively address local residents' needs, fairly 

represent community interests, and establish effective channels for public feedback. Residents can voice their 

opinions through proper channels and participate in community decision-making processes. 

Women's participation in tourism has effectively reduced economic friction between spouses. Particularly for low-

income women originally engaged in farming, working in tourism not only increases their income but also allows 

them to balance family responsibilities, thereby enhancing their influence in household decision-making and 

financial management, which elevates their family status[18]. Through interviews, all respondents indicated that 

rural tourism has brought them varying degrees of economic income, partially altering the traditional "men work 

outside while women manage inside" household dynamics. "Initially, I thought about staying home to care for the 

elderly and children. Now that my child has grown up and started college, I'm finally able to earn some extra 

money to ease the financial burden... As for family status... Ha ha... It has indeed improved. With more disposable 

income, my influence in the household has significantly increased," (X, March 2, 2024) 

Meanwhile, an increasing number of women have expressed that they now participate in the planning and decision-

making processes of rural tourism development in their village, with a certain degree of influence. "Our village 

has established specific deliberation rules for Liyu Village, holding regular meetings at the Credit Deliberation 

Hall. These include activities like group study sessions, volunteer program arrangements, and policy 

consultations... I find the process quite democratic... Villagers generally follow the requirements outlined in the 

Village Self-Governance Charter with a sense of responsibility." (L4, March 3, 2024) Through developing rural 

tourism, Jiunu Peak women have gained political empowerment while ensuring more comprehensive and inclusive 

tourism policies and development plans. "The company conducts weekly theoretical training sessions. While 



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enhancing our service skills, we also gain a clearer understanding of future development strategies... Our manager 

is very approachable. She regularly engages in discussions with us, and we share our ideas with her... Having 

worked here for several years, I feel like I'm growing alongside the company." (D, March 2, 2024) 

The analysis reveals a positive trend in political empowerment for women regarding rural tourism development. 

Village committees have established dedicated councils to facilitate women's political participation, yet challenges 

persist in information dissemination, stakeholder engagement, opinion expression, leadership commitment, and 

organizational infrastructure development. Key issues include inadequate policy implementation at the grassroots 

level and limited decision-making influence for women. Many women lack understanding of policy details, relying 

heavily on village cadres' guidance while demonstrating insufficient initiative in political participation. To enhance 

women's sense of political involvement and empowerment, relevant authorities should prioritize their input, 

strengthen organizational capacity-building, and improve both practical participation rates and satisfaction levels 

among female community members. 

5.3 Psychological Dimensions 

Psychological empowerment in rural tourism refers to women's ability to boost self-confidence, enhance self-

efficacy, and strengthen their sense of agency through participation in rural tourism activities. As the tourism 

industry advances, women involved in rural tourism development gradually recognize the unique cultural and 

ecological characteristics of their communities. They come to appreciate the value of traditional culture and natural 

resources, which fosters a sense of pride within them. This pride motivates them to actively integrate resources 

into tourism development, pursue necessary training and education, and improve their skills to adapt to modern 

tourism demands. 

Through interviews, it is evident that the thriving rural tourism at Jiunu Peak has influenced the ideological and 

psychological changes of local women. "Now I can converse with tourists from all over every day, gaining a fresh 

perspective on the outside world... I get to showcase my skills and spread our unique folk culture, making me feel 

incredibly fulfilled," said Interviewee BZ2, whose confident demeanor radiated throughout her interactions. (BZ2, 

March 2, 2024) While serving guests, Interviewee L1 added: "Apart from household chores, things like grocery 

shopping and hiring staff now fall under my responsibility. When overwhelmed, my mother-in-law helps out... 

(guests often request extra dishes)... Men are big spenders, but we women know better about managing finances. 

Money is hard-earned – it needs to be spent wisely, especially for our children's education! (laughs)" She then 

continued working on her small business. (L1, March 3, 2024) "Since starting work, we've participated in various 

company training programs and team-building activities. These have improved our professional skills and boosted 

our confidence to keep growing." (BZ2, March 2, 2024) 

In summary, women's recognition in the workplace generates positive feedback that boosts self-affirmation. This 

enables them to tap into their inherent value and potential, allowing them to shape their roles with greater effort 

and confidence in both professional and personal life. Such empowerment fosters optimism about the future while 

also driving the positive development of rural tourism. However, generational disparities persist. For instance, 

some young women face "family-career" role conflicts, while older women may experience technical anxiety, 

feeling unable to keep pace with emerging industry trends. 

5.4 Social Dimension 

Social empowerment through rural tourism enables women to expand their social networks and elevate their social 

status and influence. The most tangible manifestation of this empowerment is the balanced development of 

community elements as local tourism progresses. The economic benefits generated from initial tourism industry 

involvement serve as seed funding for upgrading living, educational, and recreational facilities. This drives 

comprehensive improvements in tourist destinations, elevates residents' quality of life, broadens their perspectives, 

strengthens community bonds, enhances overall cohesion, and empowers individuals to voluntarily participate in 

collective governance. 

The road at the entrance used to be an unpaved dirt path, making daily life difficult for villagers. Many moved 

from the mountains to settle at the foothills. "Our old roads here were all cement tracks about three to four meters 

wide. Over time, they became riddled with potholes and bumps. Nobody wanted to come here. Those who tried 

selling fruits or free-range eggs here had to trek long distances to town just to make ends meet," (Z1, February 

25,2024) 

In 2019, Jiunu Peak Area became a provincial model demonstration zone for rural revitalization in Shandong 

Province. The Daishan District Transportation Bureau advanced rural tourism road construction and the "Four 

Good Rural Roads" initiative to high standards, opening doors to previously isolated villages and significantly 



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 28 Published by IDEAS SPREAD 

 

improving tourism transportation infrastructure. Interviews revealed that most respondents noted Jiunu Peak's rural 

tourism development had greatly enhanced local infrastructure and living conditions. "Seeing the roads near our 

homes become wider and smoother, with more tourists visiting, I can truly feel our hometown gradually improving. 

It's genuinely heartwarming... and of course, a sense of pride." (BZ2, March 3, 2024) "Our village committee 

established a credit system to encourage good deeds, even creating a Women's Credit Supermarket where members 

can exchange points for services like free water bills or haircuts... We maintain good relations. Young women 

often go out together to watch movies or explore the city, not just us young folks. Even my mother and Aunt Li 

frequently plan grocery trips or card games." (X, March 2, 2024) This demonstrates how Jiunu Peak's rural tourism 

development has fostered friendly interactions among women, creating a harmonious social atmosphere. "...Our 

group and the village also engage in mutual promotion. For instance, during peak seasons when our restaurant 

can't accommodate all visitors, we recommend them to dine at local farmhouses. Meanwhile, if their facilities can't 

provide sufficient lodging, we'll suggest they stay at our hotel. Of course, the final decision rests with the travelers 

themselves." (B2, March 2, 2024) 

In summary, the infrastructure improvements in the area have enhanced living conditions for local women, while 

the rural tourism road winding around Jiunu Peak has become a path to prosperity for villagers. Through measures 

such as establishing relevant policies and building cross-village collaboration networks, the village committee has 

effectively expanded women's social circles and fostered a harmonious and friendly social atmosphere. 

6. Conclusions and Discussion 

Taking Jiunufeng as an example, this study deeply explores the empowerment performance and perception of 

women's participation in rural tourism under the background of rural revitalization under the guidance of 

Scheyvens' four-dimensional weighting theory framework. The following conclusions are drawn: 

First,in recent years, with the efforts of the government, enterprises and society, the practice of women's 

participation in rural tourism has achieved remarkable results. 

Second,participation in rural tourism has a positive impact on the economic, political, psychological, and social 

empowerment of women in Jiunu Peak. However, the extent of influence varies, with economic and psychological 

empowerment being the most prominent, while political empowerment is perceived less strongly. During the rapid 

development of rural tourism in Jiunu Peak, women, as vital human resources, have enhanced their economic 

income through engaging in reception services, developing distinctive tourism products, and providing cultural 

experiences. This not only enriched the essence of rural tourism but also strengthened their confidence and pride 

in folk culture. To some extent, it has increased their participation and voice in rural tourism development, 

gradually transforming them into active participants and beneficiaries of rural revitalization. 

Third, economic empowerment exhibits a "skill stratification" phenomenon, with women skilled in digital 

technologies seeing significant income growth. Political empowerment shows characteristics of "formalized 

institutional empowerment" —while women enter decision-making systems through the "Party building + 

cooperatives" model, gender-blindness in policy implementation renders their influence nominal. Psychological 

empowerment manifests as "intergenerational differentiation" and "role conflict": young women awaken self-

awareness through redefining their identity as "new rural residents," whereas traditional gender norms still 

constrain elderly women's self-identity. Social empowerment faces challenges of "symbolic recognition" —

although women expand social networks via tourism associations, outdated cultural labels hinder substantial 

accumulation of social capital. 

The empowerment theory and participatory development theory provide a robust theoretical framework for 

analyzing the role transformation and empowerment attainment of women in Jiunu Peak's rural tourism, 

demonstrating exceptional applicability. Future research could further explore this approach in other case studies. 

While these women have achieved notable progress in gaining empowerment through rural tourism, challenges 

remain, including insufficiently targeted skill training programs and the need to enhance both awareness and 

practical capabilities among women participating in such initiatives. 

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