When Cities Become Home, What Happens to Rural Memory? Nostalgic Experience in Rural Tourism and Implications for Village Development

Rural land is the spatial embodiment and physical manifestation of nostalgia. When people settle in cities, they become rural sojourners, returning to rural landscapes through travel. The rural history embedded in traditional landscapes is a treasure trove, and these landscapes provide ideal sites for nostalgic research. Tourism has proven to be a major driver for the development of traditional landscapes. This paper focuses on traditional villages with rich rural heritage and high cultural representativeness in the Huizhou region. This paper examined the nostalgic factors among 518 rural visitors to traditional villages. The results indicate that natural landscape (β = 0.30) and traditional agriculture (β = 0.20) directly influence visitors’ nostalgic experiences, while rural architecture and vernacular culture contribute to it indirectly through mediated pathways. The results also show that spiritual and historical nostalgia are the dominant aspects, while homeland nostalgia is relatively less significant in the Huizhou context. The study contributes to a better understanding of nostalgic experience in traditional villages and provides practical insights for balancing heritage protection and tourism development.