Promoting the high-quality development of rural tourism is a crucial path to fully realizing the rural revitalization strategy. Based on New Endogenous Development Theory, this paper constructs a theoretical model for the multidimensional high-quality development of rural tourism from the perspective of multi-actor collaboration and internal-external linkages. A quantitative empirical study is conducted based on survey data from 16 villages in 8 cities in Zhejiang Province (N=1,126). Using structural equation modeling with SmartPLS 4.0 software, the study finds: (1) The operation of tourism enterprises, local community involvement, and government policy support all have a significant positive impact on the economic, social, ecological, and cultural dimensions of high-quality rural tourism development. (2) Rural operational mechanisms drive local community participation, jointly promoting the high-quality development of rural tourism. (3) Government policy support effectively promotes internal community involvement and the operational engagement of tourism companies in rural areas. This paper provides a theoretical basis and practical reference for the policy design and innovative practices of high-quality rural tourism development.

Destinations generally face the important practical task of image construction and image renewal in their transformation and development, but the academic community lacks in-depth knowledge of the dynamic evolution law of their image dynamic evolution. In this context, this study takes Emeishan City as an example, based on web texts from 2011 to 2021, by diachronic dynamic analysis and multi-dimensional comparative analysis are made on the lexical expression and internal structure of the projected and perceived images, the dynamic evolution characteristics of tourist destination images are deeply discussed. This study found that: the differences in the ‘projected-perceived’ image of tourist destinations objectively exist, but converge over time; the core image of tourist destinations is highly stable, while the peripheral image is unstable; and the dynamic evolution of the image of tourist destinations is driven by a complex bidirectional role of official government and tourists. This study extends and deepens research on the dynamic evolution of the image of tourist destinations, and can provide methodological guidance for the construction and renewal of the image of tourist destinations.

Standardization serves as a crucial instrument for enhancing total factor productivity and driving high-quality development. Using the staggered implementation of tourism standardization pilot programs as a quasi-natural experiment, this study employs the DEA-Malmquist index to measure tourism total factor productivity across 240 prefecture-level cities in China from 2006 to 2019. A multi-period difference-in-differences (DID) model is then applied to assess the impact of these standardization initiatives on tourism total factor productivity. The results demonstrate that tourism standardization significantly improves total factor productivity within the tourism sector, primarily through technological advancements. The robustness of these findings is validated using propensity score matching DID (PSM-DID), synthetic DID, and placebo tests. Further analysis reveals an inverted U-shaped moderating effect of entrepreneurial activity on the relationship between tourism standardization and total factor productivity. Moreover, the positive effects of standardization are amplified in cities with underdeveloped economies, limited tourism resources, and weak market credit. This study provides novel empirical evidence supporting the efficacy of tourism standardization in enhancing both quality and efficiency within the tourism industry.

As a core element of the tourism industry chain, research on tourism attractions holds significant academic and practical value. This study employs CiteSpace visualization software to analyze journal articles related to tourism attractions in the CNKI (China National Knowledge Infrastructure) database, generating a knowledge map of this research field. The findings reveal the following: (1) Author-level Analysis: High-output author groups have not yet formed; research topics exhibit diversification, but collaboration among authors remains limited, with a shortage of core research teams. (2) Institutional Perspective: Research institutions are predominantly concentrated in East and North China, with geographical and academic lineage factors playing significant roles. Institutional research capacities vary widely. (3) Development Phases: The evolution of research on tourism attractions can be categorized into four stages: initiation, activity, expansion, and adjustment. (4) Thematic Focus: Research themes primarily revolve around resources and development, economics and management, and technology and strategy. Finally, the study offers forward-looking perspectives on the future directions of tourism attraction research, emphasizing three dimensions: research methods, collaborative networks, and content development.