Systematically prioritizing key barriers for the implementation of sustainable rural tourism development in China: an ISM-MICMAC approach

Rural tourism development presents a significant avenue for economic growth and cultural preservation. However, it negatively impacts the environment through increased human activity, infrastructure development, and heightened waste generation. This study aims to use the concept of environmental sustainability to address negative environmental impact of tourism. Using the Integrated Structural Modeling-Matriced’Impacts Croises Multiplication Appliquée à un Classement (ISM-MICMAC) analysis technique, we assess and model barriers to sustainable rural tourism development. Key barriers identified include high infrastructure costs, insufficient infrastructure, and water scarcity, each with significant driving power. The ISM-MICMAC analysis reveals interdependencies among these factors, providing insights for policymakers and stakeholders. Our findings underscore the importance of integrating environmental sustainability into rural tourism planning and management, offering strategies to overcome barriers and promote sustainable development.