Probing the long-term evolution of traditional village tourism destinations from a glocalisation perspective: A case study of Wuzhen in Zhejiang province, China

Although the importance of glocalisation for developing tourism destinations has long been recognised, there needs to be more research on the dynamics of its emergence and developmental changes. Taking Wuzhen, a historical village in China, as an example, using semi-structured interviews from three field surveys and historical archives as data sources and combining tourism history and the critical event technique method, this paper applies qualitative research to analyse the process of glocalisation practice in Wuzhen. It is found that glocalisation is a basic fact that objectively exists in the development process of Wuzhen. At different stages of development, Wuzhen has actively faced the influence of globalisation in different attitudes. Organising and hosting international conferences and exhibitions has been a guide for Wuzhen to overcome the homogenisation crisis. The theoretical research contribution of this paper is to provide an example to test the applicability of the glocalisation theory in the field of tourism destination evolution research and to expand the theoretical boundaries of tourism destination evolution research further. The practical research contribution is to help people understand and know Wuzhen comprehensively, thus providing a reference for the transformation and development of historic villages and towns in globalisation.