The application of total quality management in rural tourism in the context of new rural construction – the case in China

Abstract

Total quality management (TQM) has been successfully applied to industry all over the world, but not rural tourism in China. Therefore, theoretically this study tries to examine why and how TQM theory should be applied in the practice of rural tourism in the context of new rural construction in China. Empirically, the study conducted a survey in An Yi Ancient Village of China checking how rural tourism TQM is applied and what the effects are. The study found out that the application of TQM in rural tourism has positive effects on economical, social and environmental benefits. The study also found that community-led rural tourism cannot fully realize TQM without educated and trained participants and a democratic system, and therefore suggests a comprehensive management system.

Keywords:

• new rural construction
• community participation
• PDCA cycle
• the comprehensive system of tourism management