Development of Rural Regions in China: Evidence of Industry Integration by the Residents of Yongan Village (Quanzhou City, China)

Abstract

This study aims to probe the sustainable development issues in Chinese rural regions. It analyzes the primary, secondary, and tertiary industries by considering the experiences of Yongan village in Quanzhou, China, as a case study. Integrating primary, secondary, and tertiary industries is essential to promoting rural areas’ transformation, upgrading, and development. Yongan village in Quanzhou City, Fujian Province, China, has attempted to integrate primary, secondary, and tertiary industries. Yongan village has creatively practiced the development model of “1 + 3 + 2” (from the primary industry to the tertiary industry and then to the secondary industry). Based on the exploration of Yongan village’s experience, it is proposed to design a program for integrating primary, secondary, and tertiary industries. The study of Yongan village example will enrich the related theories and provide theoretical guidance and practical reference for related practices in rural areas in China and other developing countries. This study’s novelty is that it offers a unique rural development model based on “1 + 3 + 2”. The tertiary industry’s development precedes the secondary industry, paving the way for agro-tourism that leads to the sustainable development of the rural regions with sustained economic activity accelerated by rising tourist inflow.

1. Introduction

1.1. Background

Countries across the globe tend to balance their urban and rural development to transform themselves from agricultural to industrial countries. However, the major challenge these countries face while balancing urban–rural development is integrating and achieving sustainable urban and rural development [1,2,3]. Countries worldwide differ based on several factors, including their ideology, history, or economic or financial development. Still, they are also majorly differentiated based on their uneven rural and urban development. In the following report, the aspects that involve the uneven development of the urban–rural areas include education, infrastructure, facilities, incomes, population, services, and resources; considering the sustainable development in Chinese rural regions, China has seen rapid financial, social, and economic development since 1978 [4]. Since then, 940 million people have migrated from rural to urban areas, but this development has been majorly concentrated in the large cities of China. This has further enhanced the gap between China’s urban and rural areas. This considerable economic and social development in China has shown a severe negative impact on the growing gap between the urban and rural regions in China because of the significant emphasis on the conventional growth modal, which only focuses on the aspect of scale development or growth [5].

Additionally, China’s government has seemingly been emphasizing the development of cities. It has introduced several policies and projects regarding these cities’ concentrated and rapid development, which has led to a one-way flow of all resources, including land, labor, and capital technology, to urban areas. The uneven division of the development resources results in the long-term ostracism of the rural areas, leading to several differences. This non-synchronous development of China’s rural and urban areas restricts the country’s further economic development. To solve these prominent gaps between the urban and rural areas, the Chinese government tends to take several initiatives in the form of the “agriculture, rural areas, and farmer” and “urban–rural integration” policies [6]. These policies have produced positive results, but integrating these policies in the new era is difficult due to the social contradictions and urban–rural connections.

With over 70 years of development, China has entered into an industrialized society, as in 2020 the rural economy accounted for only 16.47% of China’s gross domestic product (GDP). However, China is a populous country, with more than 600 million people living in vast rural areas. Moreover, due to the differences in resources, environment, climate, and culture, as well as the different development priorities, the economic and social developments are unbalanced and uncoordinated among regions. The development and revitalization of the rural regions is indispensable for China to achieve modernization. Agricultural and rural areas are developing slowly and with low quality, somewhat delaying China’s modernization. Thus, the following research aims to theoretically and practically investigate the challenges to integrating primary, secondary, and tertiary industries while focusing on rural development through an ethnographic survey conducted on Yongan village in Quanzhou City, Fujian Province (Figure 1 and Figure 2). The study mainly focuses on the rural revitalization strategy, with a specific focus on Yongan village in Quanzhou City, Fujian Province, to probe the improvement of the rural development conditions.

As Figure 3 illustrates, the zoning plan for the rural revitalization of Yongan village considers the orchid-featured products planted on a large scale in Yongan village as the main project. The design is based on the premise of “one village, one cultural feature, reflecting the gentleman culture represented by plum, orchid, bamboo, and chrysanthemum plants in Yongan village” to create a “gentleman culture theme park”. The “four gentlemen” represented by “chrysanthemum” plants form uniquethe“plum garden”, “orchid garden”, “bamboo garden”, “chrysanthemum garden”, and “research base”. The specific route is to take the orchids planted at the current scale in the village as the “main garden” and design the “plum, orchid, bamboo, and chrysanthemum” sub-gardens from the planting base around the pond, ancient well, lawn-village activity center, and open space next to the activity center, in coordination with the local open space. Each sub-garden will effectively use the surrounding natural resources, such as the mountains, water (ponds), stones, forests, and grasslands, to show the characteristics of each garden, and will match with the natural objects that are planted, creating a personal experience. The trees in the cultural theme park are planned to be grafted with orchids, fully reflecting the orchid element. In addition to creating a theme sub-park, the open space next to the village activity center is designed as a “scholarly culture post house” in the center, allowing tourists to rest after a visit, which can be used as a site for field training or student expansion training.

With a total population of 3305 inhabitants in 868 households, Yongan village contains 13 village groups. The village contains 32 ancient buildings from the Qing Dynasty and more than 170 new buildings of three floors or more. One thousand and fifty square meters of village activity space was built in 2016. Yongan village contains arable land covering 729 mu (120.1 acres), primarily producing rice, peanuts, sweet potatoes, taro, and corn, with tea, fruit, and forestry production as secondary industries and a small proportion of land used for medicinal herbs and fruits. Most of the crops grown in Yongan village used to be essential crops, and the village’s collective economic income was zero for many years. It was once a pivotal village in the Quanzhou City development projects for poverty alleviation. In 2012, a new election was held in Yongan village, and the villagers’ committee was organized. With secretary Du Zhenzhong at the center, the committee played a leading role in revitalizing the village. The village has made remarkable achievements by integrating the primary, secondary, and tertiary industries in just a few years.

1.2. Problem Statement

The primary emphasis on economic and urban development in the urban areas of China is causing a large development gap between the country’s urban and rural areas. This is paving the way for several issues such as an income gap between the rural and urban areas, a lack of resources and facilities, a lack of education and services, poor infrastructure, and poverty in the rural regions of China. This situation in the country’s small, medium, and rural towns encourages the residents to migrate to urban areas, which is why studies have indicated that China has the most significant number of migrant workers, who have been defined as domestic refugees [8]. These migrant workers have paved the way for several other rural–urban issues, including social problems such as the “left-behind” children and families of the workers and financial, residential, and job-related issues for the urban areas. Therefore, it is essential to promote the transformation and upgrading of agricultural areas and rural development by actively and effectively facilitating the integration of primary, secondary, and tertiary industries.

1.3. Research Aim and Hypothesis

The following study visualizes a new model of integrating primary, secondary, and tertiary industries while focusing on the experiences of Yongan villagers in Quanzhou City, China, to illustrate the gap between the rural and urban areas. The conventional method of development in China has confined the growth scale; thus, evaluating and applying a new model is crucial for developing rural areas in China. Considering the research aim, this study includes the following hypotheses.

H1: 

The effective integration of primary, secondary, and tertiary industries contributes to sustainable rural development.

H2: 

The effective integration of primary, secondary, and tertiary industries contributes to the development of innovative modes of rural development.

2. Literature Review

The concept of sustainable development refers to the process of development, which ensures the current demands are satisfied without jeopardizing the capacity of future generations to meet their own needs [9]. Sustainable development is essential for every country to maintain economic progress while protecting the environment and resources to ensure long-term benefits [10]. Hence, in today’s era, sustainable development is the most critical ubiquitous strategy for all countries globally. The concentrated and steady urbanization in China has severely impacted rural development, prominently affecting the lives of the rural residents and their environments in the form of a lack of infrastructure, access to facilities and resources, as well as education and jobs [11]. After several were measures taken by the Chinese government to introduce different policies and growth models, the income gap between China’s rural and urban areas was reduced. However, the income ratio still remains at more than 2.5:1 [12].

The conditions of the rural residents still show a significant gap compared to the lifestyles in the urban areas. This unsustainable development in the rural regions serves as the basis for other important issues, including excessive migration and social issues for the families of the migrant workers, resulting in “left-behind” families [13]. According to Chen et al. [14], China’s continued economic and social growth with sustainable rural development could be better served by integrating the regional urbanization mode, emphasizing the urban structure. Wang et al. [15] also stated that the regional development rates in China vary considerably; therefore, the country could take advantage of favorable businesses and industries and overseas investors as per the local conditions. To integrate these tactics, the country must ensure free resource flow between the urban and rural areas [16]. This can be done by gradually lowering the restrictions and boundaries on the citizenship of large cities. This will enable the full and liberated flow of urban and rural factors and resources.

The theories of economic development differ between China and the Western world in that the USA focuses on the theory of modernization. At the same time, China adheres to the theory of world systems. According to Reyes [17], the USA favors the inception of modernization theory. After World War II, it emerged as a global leader through the implementation of the Marshall Plan and the reconstruction of war-torn Western Europe, which weakened the other European countries. Additionally, the economic integration of the USA exhibits a union–world communist movement, while China focuses on social norms and values. Per the modernization theory, societies are evolving to become more productive with better educational and infrastructure development, strengthening the politico-economic system. However, China depicts a world system theory grounded on sociology, influencing their history, anthropology, and political sciences along with urban planning. China advocates for strong social ties and a capitalist society, which was the root cause of the industrial revolution in the region. It can be seen that China is not only a capitalist economy; however, the state rules are prescribed in the general interest of the ordinary people [18]. Like every other capitalist society, the state of China has its own relative autonomy, which has caused a profound shift in the country’s governance structure.

In this study, we apply a more comprehensive approach to look at the global issues in our world, mainly due to the limitations of our current study scope. We have to note that Chinese scholars often tend to use the United States to present the entire Western world for research purposes because of the critical position of the United States in the world and its unique influence on China. We recognize that this traditional way of thinking has limitations. As such, we also acknowledge that simplifying and reproducing the global policy of the China–US confrontation has some restrictions. However, Chinese scholars are widely examining them for a purpose beyond academic affairs. As indicated, the purpose of this paper is mainly to probe the third industry model related to China in rural regions. As such, we did not conduct a profound discussion on the agricultural model in North America and Europe, which is a research topic to be specially discussed in our future research.

To improve the economic stability of the rural regions, the USA considers the rural regions as distressed areas of agricultural dominance [19]. The study by Goetz et al. [18] emphasizes the policy development of the agricultural sector in America to reduce poverty in the country. The study also suggests tourism sector and infrastructure development for rural development. In the study by Faria et al. [20], it was found that labor migration from the rural regions due to the low wages was prominent, affecting the state’s rural economy. The European regions have reshaped their rural development via labor immigration to perform their cultivation activities so that their food supply chain to the urban areas remains unaffected [21].

The study by Ashkenazy et al. [22] also emphasizes the development of policies for agricultural resilience in rural regions. In the book by Jentsch [23], the author proposed the increased exclusion of the young population in the development of rural areas. Therefore, opportunities must be provided to young people for their inclusion in such changes, requiring a framework of policies to improve the income scales of labor and the inclusion of young laborers into society. This can be achieved using rural development programs and structural funds to integrate the industries.

2.1. New Model for the Development of Rural Areas in China

The dramatic urbanization in China during the past decade has forced the Chinese government to consider integrating different strategies to enable the synchronous development of rural and urban areas in China [24]. Among several strategies, the Chinese government realizes the importance of integration into the rural revitalization strategy [25]. According to Han [26], the revitalization strategy in rural areas has enabled the country to enforce new policies via the pastoral government, with a governing system that is effective and efficient in remote and rural areas. The rural revitalization strategy in China is currently serving as a critical element for the Chinese government to ensure social and economic development while reducing the growing gap and poverty between China’s rural and urban areas [27]. With the integration of the revitalization strategy by the Chinese government, many foreign investors are ready to invest in new economic development projects in China. The revitalization strategy enables many investment opportunities for international companies to comply with the Chinese revitalization strategies [28].

The president of China, Xi Jinping, introduced the rural revitalization strategy in 2017 at the 19th party congress to highlight the importance of developing rural areas in China. The strategy has been implemented via several policies and reforms since then, including in the 2018–2022 Strategic Plan for the Revitalization of Rural Regions in China and the 14th Five-Year Plan for China [29]. The rural revitalization strategy for China comprises two significant goals to be achieved in the long term, including conclusive development in the rural regions of China by 2035 and full modernization and reinvigoration of the rural conditions with established farmers and a strong agriculture sector. To achieve these goals, the revitalization strategy primarily focuses on empowering the farmers to adopt and integrate new and advanced tools and facilities, such as modern farming methods, easing the rights of the farmers and requiring the rural government to provide them with adequate loans and training to adopt modern agriculture practices [30]. The integration of the rural revitalization strategy has improved this region’s local and rural conditions, along with the other government policies, especially considering the level of poverty. A shared prosperity policy has been introduced, which aims to achieve the simultaneous development of the rural and urban areas to improve the poverty alleviation process in the rural areas of China [31]. Therefore, achieving sustainable development while mitigating poverty remains one of the main objectives of the rural revitalization strategy in China.

In addition to the poverty evaluation, the rural revitalization strategy in China has provided opportunities for many foreign investors and international companies to actively invest and participate in projects while contributing effectively toward their strategic goals [32]. One of the main goals of the rural revitalization strategy is to make China’s agricultural sector strong by integrating new and modern technologies and agricultural practices. These modern practices should broadly be adopted by small-scale farmers and the entire agricultural sector [33]. The integration of new tactics to make China a digital agriculture economy is expected to grow theeconomy from 94 billion dollars to 1.2 trillion dollars by 2025. According to Zhang et al. [34], the rural revitalization strategy acts as the prime goal of rural development in China, which is why sustaining this strategy is important to maintain an effective and efficient supply to the rural industry while mitigating barriers including ecological, social, and cultural heritage. Hence, rural revitalization is a compelling long-term strategy that can mitigate the growing gap between China’s rural and urban areas.

China is considered the second-largest economy in the world due to its rapid economic development. The economic development of China has acquired global appreciation and attention. From an early agricultural country, China has gradually transformed into an industrial country and a service-oriented state. Classifying the national industries of China, the primary industries include fishery, animal husbandry, agriculture, and forestry. Li and Lin’s [35] study states that secondary industries, including construction, mining, and manufacturing, are less known for their economic development if they are transformed structurally. The tertiary industry of China includes the industries outlying the primary and secondary sectors and serves as the production sector, such as for trust, finance, and commerce and various labor services. The contributions of the primary, secondary, and tertiary industries arechanging the economic outcome of the country.

As far as the theoretical aspect of the experience economy is concerned, five development models of tourism in rural areas were proposed by a Chinese researcher. The products of rural tourism include the functional value, conformity value, and enjoyment value experiences based on Guangdong’s features of rural tourism in China [36]. Another study by Zhang [37] suggested escaping from ecological culture and green marketing dilemmas; however, the structure of agricultural products can be optimized for green cultivation and organic companies to develop. However, a platform could be designed to track the product origin to transform agriculture and produce the least effective industry from an environmental perspective in the context of the experience economy.

2.2. Mode of Integrating Development Industries from the Perspective of the Experience Economy

The integrated development of primary industries such as plantation and agriculture plays a mediating role insuccessful primary, secondary, and tertiary industries. Villages in China have recently designed and developed the plantation sector in experience programs. For example, Chongqing City has developed activities in its programs to fascinate the tourist population; these activities include farming, flowering, agriculture, fruit and vegetable planting, and other experiential activities to improve the experience economy [38]. As an option, farmers occasionally invite their customers to the farm itself so that they can experience the cultivation of vegetables and taste them on site. This practice has helped develop the consumer’s experience in the production process. According to the study by Ji and Wang [39], this activity enhanced the consumer’s trust in local farm products.

From the viewpoint of the secondary industry, the processing industry dominates the integrated development process, enhancing and developing the consumer’s experience. For example, Mokumoku farm has a private meat processing plant for the company’s use in Japan. However, due to rising inflation, it is challenging for farms to sell meals at relative cost. The plant designed a handmade sausage experience to attract the country’s homemakers to participate in a sausage-making competition, which developed a massive fan base; their pork sausage was turned into a best-selling high-quality sausage [40]. China’s urban agricultural programs also attract people to participate in industrial processes such as handicraft, agriculture, and plantation activities to gain information about the effectiveness of industrial processes and products based on consumer experiences [41]. The tertiary industries include rural tourism and the related services. With the increasing consumer interest, the tourism industry is gradually developing strategies to modify its industrial processes to enhance the country’s economy through economic experiences. In addition to the farming and plantation processes, the region has shown great interest in developing rural transportation, food and accommodation, and cultural services so that China’s primary, secondary, and tertiary industries can be collectively strengthened [42]. For example, the Xiaotao community combined their rural scenery, modern agriculture, ecotourism, cultural tourism, and recreational activity experiences to integrate the primary industry with the secondary and tertiary industrial sectors [43].

The integration of these models in Chinese rural areas leads to a practical and economy-friendly approach among primary, secondary, and tertiary industries. Modern approaches such as value and industrial chain business models and the agricultural sector can inflate the economic growth of the region [44]. By implementing a new model, the agricultural sector has widened its boundaries for its processes to enhance the consumer experience. The new model in the agricultural sector includes the implementation of technological systems. The recreation, retail, tourism, and commerce industries can add value to the business model if it is implemented with the right strategies.

3. Material and Method

3.1. Research Process

This paper is a case study for integrating industries in rural China. The case study approach is a qualitative research method to address the research objectives by participating in observations, long interviews, and content-based analysis. It is primarily based on applying existing theories to systematically describe and analyze the context and process of a single event or a group of specific events in a particular context to generalize the explanatory and predictive conclusions [45]. The effectiveness of the case study approach is that it offers detailed information regarding the underlying research phenomenon occurring in real-life situations, thereby facilitating a ground foundation for understanding the topic under consideration [46]. The case study approach holds the potential to develop insights into in-depth and intensive research leading to empirical, rich descriptions that can be based on theoretical development [47]. Single case studies apply to the following contexts. First, they validate, critique, and extend a widely accepted theory; second, they can analyze unique cases to gain new insights; third, they can analyze representative and typical issues to develop an understanding of similar events and objects; fourth, they can be used to conduct a longitudinal case study to reveal how the cases have changed over time [48]. The flow diagram of the research method of this study is presented in Figure 4.

This study used a single case study approach to analyze how the integration model of primary, secondary, and tertiary industries has been successfully implemented in the village and how the results differ or are similar to the integration of primary, secondary, and tertiary industries in other villages in China. The research cases were obtained based on theoretical sampling [49]. In this study, three criteria were used to select the case. Firstly, the case village needed to feature a typical physical and geographical environment to integrate primary, secondary, and tertiary industries. Secondly, the village organization of the case village needed to have attached great importance to the integration of primary, secondary, and tertiary industries. Third, the case village needed to have achieved some results and made a social impact [50]. The village organization made a detailed development plan and carried it out.

3.2. Case Selection and Rationale

This study analyzed Yongan village in Majia Township, Luojiang District, Quanzhou City, Fujian Province, based on the three criteria above. The research took six months (March 2021–September 2021) for the data collection and analysis processes. First, the natural and geographical environment of Yongan village has the typical feature of integrated development between the primary, secondary, and tertiary industries. With convenient traffic conditions, the village is located north of Luojiang District, west of Xiangong Mountain, and northwest of Majia Township. Covering about 3 square kilometers, the village has a river valley basin with an altitude range of 80–150 m, rolling hills, and a subtropical monsoon climate. The mountain soil is mainly Lateritic red earth with an acidic environment and high fertility rate. The village contains 729 mu (120.1 acres) of arable land and 5686 mu (936.7 acres)of mountainous land. Second, the village organization is highly functional and attaches great importance to and solidly promotes the integrated development between the primary, secondary, and tertiary industries. In 2013, Yongan village began developing a flower industry and eventually created a flower industry chain. In 2016, to provide the villagers with a sound village environment and prepare for future tourism development, the village organized a village activity space measuring 1050 square meters and a senior citizen’s cultural and sports centre of 1500 center measuring 1500 square meters. It widened, hardened, and beautified its main roads and made them greener.

Additionally, the village sanitation and cleaning services in Yongan village were outsourced to normalize the cleaning process. The construction of a living pollution pond resolved the pollution problem. Furthermore, the condition and appearance of the village have been improved in all aspects. After being transformed into a beautiful village, Yongan village developed a high-quality route of beautiful countryside tours linked up with Xiangong Mountain, Huini Reservoir, and other tourist attractions. It started to develop the rural leisure tourism industry by organizing an orchid festival, ecological tourism festival, food festival, and other thematic activities. Third, Yongan village has gained certain social benefits and influence. In 2016, Yongan village was awarded the title of “Beautiful Village” in Luojiang District, and in 2018, it was awarded the titles “Fujian Provincial Civilized Village” and “Environmentally Livable Village in Fujian Province”. Additionally, the village’s orchid planting activities have been reported in the local news many times, and its practices were included in the Selected Cases of Developing and Strengthening Village-Level Collective Economy in Fujian report, providing references for other villages.

3.3. Research Methodology

This study used ethnographic research methods to obtain first-hand information on the incorporation of primary, secondary, and tertiary industries in Yongan village through in-depth interviews, field surveys, and participatory observations. Ethnography is a social science research method. It relies heavily on up-close, personal experiences and possible participation by researchers trained in ethnography, not just observation. These ethnographers often work in multidisciplinary teams. The ethnographic focal points may include intensive language and culture learning; the intensive study of a single field or domain; and a blend of historical, observational, and interview methods. Typical ethnographic research involves data collection methods such as interviews, observations, and documents. It produces three kinds of data, quotations, descriptions, and excerpts of documents, resulting in one product—a narrative description. This narrative often includes charts, diagrams, and additional artifacts that help to tell “the story“. Ethnographic methods can shape new constructs or paradigms and new variables for further empirical testing in the field or through traditional quantitative social science methods.

During the spring and summer of 2021, the research team conducted field surveys in Yongan village and interviewed more than 21 villagers(19 males and two females, aged 31–72 at the time when the interview was conducted), including the village chief and other villager committee officials and ordinary villagers. The researchers and two assistants completed the interview. The interview contents were recorded, and the analysis by re-listening was conducted later. During this period, the village chief came to the research team’s school and had an in-depth conversation about the research. Upon request, the research team conducted research on the village experience programs. We went to Fuzhou and Xiamen with Yongan village officials several times to observe and investigate well-developed experience programs and seek references to design the experience programs in Yongan village.

As indicated, among the 21 interviewees, 11 village cadres functioned as the local policymakers and rural development experts involved in the study process from time to time by offering their opinions and approval of the research outcomes, except for being interviewed. In July 2021, the research team was stationed in the village to conduct various research activities following the program, discussing and acting with the village cadres and volunteers and establishing good cooperative relationships. Yongan village commissioned the research team to plan study tours on flowers, herbal medicine, and floral cuisine. To properly plan this process, the research team repeatedly discussed the cadres of Yongan village based on researching several experience programs and finally decided on an experience program according to the actual situation. The research team members carefully observed their practical village development actions and the implementation of the experience program and gained a deeper understanding of the actual situation and difficulties.

The research team guided and accompanied 32 children to experience each program during the study tour. The team took many photos and recorded what they experienced and how they felt during the process. Finally, the team produced a short video documenting the entire study tour for the children. At the end of the study tour, the research team interviewed the children and took notes, asking them to state their thoughts and expectations about the experience. The research team established a deep relationship with the villagers by spending time in the village, laying the foundation for more in-depth and detailed data collection.

3.3.1. Implications for Yongan Village as a Case Study

This paper’s case study method was a sampling approach with a standard or averaged case selected from multiple instances, whereby a specific point represents a non-probability sample; thus is a potential research method to be used in cases with limited time or resources [51]. In this study, we selected a typical issue with clear boundaries and sufficient relevant information.

Since this study was dedicated to analyzing the new model of integration for primary, secondary, and tertiary industries in rural China, we mainly considered the innovative model in terms of the selection of cases and the results achieved. Most of the past models of integration of primary, secondary, and tertiary industries in China have been“1 + 2”, “1 + 3”, and “1 + 2 + 3” models. Simultaneously, Yongan village has pioneered the “1 + 3 + 2” model of industrial integration under the guidance of the experience economy theory. Therefore, selecting Yongan village as a case study met the requirements of a typical issue and can meet the academic analysis needs.

The model for integrating primary, secondary, and tertiary industries to revitalize Yongan village complements and innovates the model for integrating primary, secondary, and tertiary industries for China’s rural development. Moreover, it is of great innovative significance to enrich the theoretical research on the model for integrating primary, secondary, and tertiary industries. Additionally, the integration model of primary, secondary, and tertiary industries in Yongan village and its remarkably successful results can be used as a practical reference for other villages in China with similar conditions in the integration of primary, secondary, and tertiary industries for rural revitalization.

3.3.2. Data Analysis

The data provided the interview responses in a quality format. The data were analyzed by examining the reactions using explanatory knowledge. The primary responses were understandable and could be used through a thematic analysis. According to Castleberry and Nolen [52], a thematic analysis is used to analyze qualitative data in the form of interview responses. The study by Jackson and Bazeley [53] also states that a thematic data analysis includes an in-depth analysis of the interviews (i.e., reading and understanding them). Qualitative studies are analyzed by adopting the inductive approach [54].

Furthermore, the principles of interpretivism philosophy are applied to interpret the interview responses subjectively. The responses are categorized under different themes created based on their types of response [55]. The data analysis theme contrasts data with the existing literature and supports the context with related research. This analytical technique provides quality results for the study, contributing to the R&D process. Because of the efficient analysis model, the new model was identified based on the experiences of Chinese villagers.

3.3.3. Ethical Considerations

The ethical considerations in the research were the included rules to follow by the researchers and authors involved in the study [56]. All ethical aspects of the research were fulfilled throughout the research considering the after-effects in the ground of study. A consent form was circulated among the participants who agreed to the terms and policies. Consent forms are necessary to reflect the objective of a study to the participants. The study was free from bias regarding religion, age, gender, and culture. The responses were not exaggerated, so the results were valid and credible. The personal information of the participants was not revealed. However, their responses were included in the study, providing significant results regarding their experiences shared in the interviews. Unnecessary information was avoided in the study, and interviews were conducted in line with the study objectives and research questions. The responses to the interviews were not misinterpreted to maintain the integrity of the participants and researchers [57]. The contact details of the respondents are accessible to the authors only. During the interviews, the participants’ identities were kept private so that trustworthy terms could be developed among the participants and researchers [58]. Further, citations and references were added throughout the research from the previous literature to avoid copyright issues and to add authenticity to the research. No species were harmed during the research process considering the environmental concerns.

4. Results

4.1. Case Study

This study analyses the experience of the Yongan villagers in Majia Township, Luojiang District, Quanzhou City, Fujian Province. The rationale for selecting the case study was the rising industrial integration occurring in Fujian Province, which is evident in Yongan village as well. Fujian Province was home to one of the first civilizations in China and is rapidly undergoing industrial integration. The industrial development in Fujian Province has been facilitated by the introduction of various government reforms and policies, which have paved the way for sustainable rural development [59]. Analyzing the level of integration and the development of primary, secondary, and tertiary industries in Yongan, it was found that the village has excelled in integrating the primary and tertiary industries with its secondary industry and with development at earlier stages. It was evident that the development of the landscape in Yongan occurred to attract tourists to the village. Additionally, scenic views have been hampered by the cultivation of flowers in the village. Yongan village is blessed with excellent soil conditions. Since the 1980s, many villagers have cultivated various flowers, especially in the Belgian Group, where almost every household grows flowers. In this way, Yongan village has developed a new flower industry that mainly features butterfly orchids based on the existing camellia, osmanthus, michelia, podocarpusmacrophyllus, and rose plants. The Chinese roses have become a competitive resource, in contrast with the neighboring villages, and have boosted some villagers’ employment prospects. The butterfly orchids have become the pillar industry for Yongan village in building a beautiful village and represent a necessary engine to drive the local rural economic growth.

These orchids have been used to develop tourism in the region. A respondent in the interview asserted the following aspects:

“Driven by the butterfly orchid industry, we quickly developed the next stage of development ideas. Specifically, we combined agriculture and tourism, vertically extended the industry chain, and expanded the business model horizontally. We extended the industrial chain centered on butterfly orchid planting and promoted the development of the tourism industry at the village level. We partially transformed the butterfly orchid production base into a butterfly orchid manor. It added a water SPA area and built a fountain accompanied by the light show and other installations. Meanwhile, the production factory was upgraded into a tourist workshop, which boosted tourism, catering, and other related services”.

This shows that Yongan has successfully integrated the primary and tertiary industries. It has been asserted that industrial integration processes can be divided into three types according to the included industries. The first type is the integration of primary and secondary industries, i.e., the “1 + 2” model, which elevates the added value of agricultural products by using processing technology and manufacturing technology. The second type is the integration of primary and tertiary industries, i.e., the “1 + 3” model, which expands and enhances the added value of agricultural products by using the catering, wholesale, retail, tourism, and recreation industries. The third model integrates primary, secondary, and tertiary industries, i.e., the “1 + 2 + 3” model [60]. In contrast to China’s integration model of primary, secondary, and tertiary industries, Yongan village has adopted the “1 + 3 + 2” model, with the integration of the primary and tertiary industries and progress toward the integration of secondary industries. This has paved the way for developing an experience economy in the village.

4.2. Findings of Field Surveys and Observations—The Integration of Primary, Secondary, and Tertiary Industries in Rural Production inYongan

This section presents the findings of the study based on the analysis of the responses of the Youngman village, personal observation, and field surveys. The study’s findings have been organized into themes through thematic analysis.

Since its establishment, the village of Yongan has been focused on cultivating flowers and orchids to develop its scenic views. The Hujing Flower Farmers’ Cooperation specializes in butterfly orchid seedlings, medium seedlings, flowering plants, and other high-grade potted flowers, with an annual production capacity of 600,000 plants, the largest and most complete standardized production base butterfly orchid flowering plants in the Quanzhou area. It generates more than 200,000 CNY (29,246.6 US Dollars) for the village’s finance every year and drives the villagers to increase their income. Yongan village has developed a new flower industry that mainly features butterfly orchids based on the existing camellias, osmanthus, michelia, podocarpusmacrophyllus, and roses. Chinese roses have become a competitive resource in contrast with the neighboring villages and have boosted some villagers’ employment.

The land and agriculture of Yongan village have also facilitated the development of secondary industries. For instance, Yongan village also supports some villagers in need to transfer more than 200 mu (33 acres; 1 mu= 0.165 acre) of barren hills and wastelands to develop unique industries such as tea-oil trees with the help of the cooperative. In 2016, Yongan village lifted the cap of being a poverty-stricken village and was entirely out of poverty. When we conducted lengthy interviews with the village leaders, we asked them: “What are the changes in indispensable incomes for the villages in the last few years?” According to our fieldwork records, before 2013, the disposable income of the villagers was less than 10,000 CNY (about 1462 US dollars), and the village’s financial gain was almost zero. Disposable income before 2016 was about 15,750 CNY (about 2303 US dollars), and the disposable income in 2021 was 23,970 CNY (about 3505 US dollars).

In addition to the application of physical products, the butterfly orchid is a cultural symbol for developing and producing various creative products. Additionally, a professional cultural and creative team is introduced to create an exclusive image of butterfly orchids and cultural and creative derivative products. Additionally, the village has further revitalized the idea of the butterfly orchid and made it known to more people through various exciting activities, such as searching for a spokesperson for the butterfly orchid, the flower fairy. Additionally, Yongan village will also process other flowers for study tour purposes. According to a respondent to the study:

At present, Yongan village has renovated the vacant land in front of the senior activity center, which has an area of about 500 m² and two ponds suitable for planting flowers and study tours. According to the land and water supply characteristics, the technological specialist appointed by the Fujian Provincial CPC Committee already selected the varieties of blooms suitable for planting, study tour, processing, and marketing after the study tour, and the planting plan was determined before starting the project. Additionally, herbal medicine and flower cultivation in other places are also under active preparation.

The secondary industry is still in the preliminary stage of development, but Yongan village’s innovative model integrating the primary, secondary, and tertiary industries has already taken shape. In other words, the primary industry expanded into the tertiary industry and then developed into the secondary industry, achieving the “1 + 3 + 2” model of integrated development between the primary, secondary, and tertiary industries (

Table 1. History of integrated development in Yongan village. Source: Compiled by the authors based on the history of Yongan village.

Year	Event	The Process of Integrated Development between the Primary, Secondary, and Tertiary Industries
2012	A new village organization was established, and a suitable industrial development model was investigated.	This laidthe foundation for the development model, integrating the primary, secondary, and tertiary industries.
2013	A cooperative was established, and butterfly orchid flower cultivation started.	The primary industry started to develop.
2016	The village was lifted out of poverty and provided with upgraded roads, improved sewage facilities, and a more beautiful landscape.	Thisprepared the village for for the developing tertiary industries.
2017	A project for50 kW photovoltaic power generation was completed.	Thisprepared the village for for the integrated development between the primary, secondary and tertiary industries.
2018	The road surface was hardened and the street lights were illuminated.	Thisimproved the infrastructure todevelop the tertiary industry.
2019	Tourist toilets were built and tourist events such as the Harvest Festival were held.	Thiscontinued to improve its infrastructure and started to develop a tertiary industry.
2020	A fitness and recreation trail was built and four ponds were renovated.	Thiscontinued to improve the infrastructure and increase the number of projects in the tertiary industry.
2021	Study tours for butterfly orchid, nature, and herbal culture aspects will be conductedA flower plaza will be built and flowers will be planned for planting and processing after the study tour.	Thiswill focus on cultural study tours forthe tertiary industry.Thiswill develop the secondary industry.Thiswill fully embracethe development model, integrating the primary, secondary, and tertiary industries.

):

Yongan village has achieved the “1 + 3” model for integrating primary, secondary, and tertiary industries by attracting children and developing tertiary industries through study tours. A respondent in the study made the following statement:

Driven by the butterfly orchid industry, we quickly developed the next stage of development ideas. Specifically, we combined agriculture and tourism, vertically extended the industry chain, and expanded the business model horizontally. We extended the industrial chain centered on butterfly orchid planting and promoted the development of the tourism industry at the village level. We partially transformed the butterfly orchid production base into a butterfly orchid manor. We added a water SPA area and built a fountain accompanied by the light show and other installations. Meanwhile, the production factory was upgraded into a tourist workshop, which boosted tourism, catering, and other related services.

In 2016, the Department of Basic Education of the Ministry of Education of the People’s Republic of China issued the Notice of the Experimental Zone for Study Tours for Primary and Secondary Schools. The Ministry of Education has stipulated that all primary and secondary schools organize one study tour annually. According to the data forecast by the National Bureau of Statistics, China’s youth population will reach 234 million in 2022, and a considerable number of children will support the massive space for study tours in the future. With the release of policies encouraging study tours, China’s study tour market has soared. With less than 10% of Chinese primary and secondary school students participating in camp education each year, the total market size of China’s camp and study tour market reached 300 billion CNY (43.97 billion U.S. Dollars) in 2019 [61]. In the post-epidemic era, primary and secondary schools have been more active in arranging student study tours, and this market will expand further [62]. According to one interviewee:

As the study tour market will be increasingly in demand in the future, our villagers’ committee immediately recognized this as a huge market opportunity. We planned to develop children’s study tours around flower culture or other themes to attract students to Quanzhou by using unused mountains and forest land.

The example of orchids and their integration isintroduced into manufacturing and tourism. Thus, the primary, secondary, and tertiary industries are being integrated in Yongan village, contributing to the economic and rural development of the village. Hence, this has led to the acceptance of the first research hypothesis, which claimed that the effective integration of primary, secondary, and tertiary industries contributes to sustainable rural development.

5. Discussion

This section discusses the current study’s findings for developing a sustainable rural development model that integrates primary, secondary, and tertiary industries. The field survey and the interviewees’ responses found that the integration of primary, secondary, and tertiary industries contributed to the sustainable rural development of Yongan village. Based on the integration of primary, secondary, and tertiary industries observed in Yongan village, the concept of leisure can be integrated with the participation of the local agricultural production process in the region, thereby incorporating the features of the three industries into the agricultural development. Here, the overall integration of the industries is based on agricultural development and a clean environment. Protecting the beautiful scenery, mountains, and other resources is essential to attract regional entertainment and development interest. Good use is made of the pastoral compound model, under which the industrial integration focuses on agricultural development, paving the way for sustainable development and environmental protection [63]. In the case of Yongan, one thousand and fifty square meters of village activity space was built in 2016. Yongan village has 729 mu (120.1 acres) of arable land, primarily producing rice, peanuts, sweet potatoes, taro, and corn, with tea, fruit, and forestry production functioning as secondary industries and a small proportion of land used for medicinal herbs and fruits. Additionally, the farmers have been working on the development of orchids. The butterfly orchids developed by Hujing Flower Farmers’ Cooperation have become the pillar industry for Yongan village to build a beautiful village and a necessary engine to drive the local rural economic growth.

The development of agriculture in the region benefited from the driving function of the tourism industry. In the case of Yongan village, the agricultural products derived using new methods of land use for orchid, herb, and crop cultivation have enhanced the agricultural development and paved the way for leisure and tourism. The study tour activities focused on traditional Chinese medicine and local food making have also helped to enrich the content of the activities. In the children’s flower study tour in July 2021, the children were engaged in a butterfly orchid study, Chinese medicine study, food study, and English song study. Based on these findings, these activities have developed Yongan into a rural complex, whereby the region’s farmers are motivated by these increasing economic activities to develop the area by leveraging the agricultural resources. Thus, the farmers not only focus on growing crops and plants but also on developing various manufacturing and recreational activities to expand the economic scope of the region [64].

The same can be observed in the case of Yongan village. For instance, the farmers have developed a range of natural products such as tea tree and other essential oils. Additionally, the tours of the orchid areas of the village serve as a great source of tourism and economic activity. According to the plan made by the villagers’ committee, the teachers of Yango University, Fujian Jiangxia University, Xiamen University, Tan Kah Kee College, and other universities in Fujian jointly plan to develop Yongan village. With the theme of “beautiful Yongan, humanistic style; ancient folklore, floral culture; joyful cooking, interesting knowledge of Chinese herbs”, Yongan village has created a study tour system consisting of flowers, floral food, herbal culture, and Chinese culture. On the flower study tour, children visit the butterfly orchid manor under the guidance of the butterfly orchid gardener and learn about the butterfly orchids. Children are introduced to traditional Chinese culture through Chinese medicine on the flower study tour extension. Children can recognize conventional Chinese herbs and make sachets, postcards about herbs, or other related creative articles.

It is asserted that funds and resources are unevenly allocated across industries due to their differential activities and characteristics, which restrict the sustainable development to some extent. However, with the development of a rural complex, the region’s agricultural development can be integrated with leisure, cultural, and community development activities. This could pave the way for a rather progressive relationship between agricultural development and other economic activities [65]. This effect is evident in the case of Yongan village, as the development of the land, orchids, and herb cultivation has contributed to a rise in sightseeing and study tours to the region, which in turn has motivated the villagers to develop the land further.

It is asserted that for sustainable rural development, the integration of the industries based on agricultural or primary industry production must be supported by the development of the secondary industry to support the development of the tertiary industry. The authorities should focus on developing the supporting infrastructure to facilitate tourism and recreation [66]. Sustainable rural development planning must consider infrastructure, spatial planning, and design in terms of public facilities, hotels, and motels [67]. In simpler terms, the supporting facilities and service experience are the key factors affecting visitors’ perceptions and evaluations [68]. Thus, infrastructure development is important for leisure and tourism in Yongan village. However, based on personal observations and field surveys, the infrastructure of Yongan village is insufficient to meet the requirements for large-scale study tours or high tourist inflow. First, there is no accommodation. The completed senior center can supply only two rooms with less than 100 beds, so Yongan village cannot cope with the influx of tourists from study tours.

Although there were only a few tourists on a previous study tour, it exceeded the current capacity of Yongan village. Secondly, there were no support facilities for dining and shopping. Thirdly, the other facilities, such as utilities, transportation, and medical care services, are inadequate. The rural tourism roads, parking lots, and visitor reception centers should be further improved. Additionally, some infrastructure has not been adequately maintained in the later stages, resulting in damage and hygiene problems, which may cause negative consumer experiences. In this regard, it can be deduced that more infrastructure must be developed. Infrastructure development is crucial for integrating primary, secondary, and tertiary industries. Therefore, local governments should renovate roads and build public facilities such as public toilets, parking lots, and street lights. Moreover, rural infrastructure should be prioritized and built rationally and in an orderly manner [59]. From an experience economy perspective, some infrastructure construction projects that can enhance the consumers’ practical experiences should be considered as apriority, such as boutique B&Bs, forest trails, and study centers [69].

Another major element that must be integrated into the model of sustainable rural development via industrial integration for Yongan is the cultural experience. Although the study tours and other leisure activities are colorful and represent a clear upgrade compared to traditional rural tourism, such as agro-tourism, they lack a distinctive theme that runs through all of them and they appear fragmented. Although the activities are lively, the themes are scattered and have no specific focus (cultural experience). The development of the regional experience is important for developing the tertiary industry (tourism and leisure). The development of the rural complex must be focused on the deep integration of cultural experiences, agricultural development, and leisure or tourism. Thus, cultural creativity is at the core of driving the development of the tertiary industry [66]. Thus, sustainable industrial integration and tourism development via agricultural development must be based on local cultural aspects to determine the theme of the experience [70].

In this regard, the Yongan villagers must add a cultural element to their tertiary industry activities. Programs such as folklore shows, flower shows, and harvest festivals based on quality experiences can be organized to enhance the village’s attractiveness and enrich the agro-tourism experiences of the tourists. These programs can be designed to provide consumers with recreational, educational, mysterious, and aesthetic experiences, as shown in Figure 5, which demonstrates the four experiences mentioned above that attract the participation of tourists [70,71]. Thus, adding programs such as folklore shows, flower shows, and harvest festivals would offer tourists recreational, educational, elusive, and aesthetic experiences. These programs will maximize the consumers’ participation in each experience.

Generally, based on the above analysis, the new model for sustainable rural development for Yongan village will be based on the integration of agricultural development, leisure and tourism, infrastructure, and cultural experiences, as shown in Figure 6.

Sustainable rural development is facilitated bya rural complex focused on agricultural development to accelerate the leisure and tourism activities that contribute to rural development. The agricultural development will pave the way for agro-tourism, motivating the rural developers and farmers to develop the region further. This will accelerate the secondary industry activities in the infrastructure development and construction of public facilities, shops, and other tourism products. The development of such infrastructure will further contribute to tertiary activities in terms of the tourist inflow for study, leisure tours, and sightseeing. Lastly, cultural experiences will be added to the model to enhance the appeal of the rural region and accelerate tourism. Therefore, it can be confirmed that the study’s second hypothesis, suggesting that the effective integration of primary, secondary, and tertiary industries contributes to developing innovative modes for rural development, has been accepted. In the context of this model, the progresses of the industries are interlinked, which makes it highly sustainable.

6. Conclusions

6.1. Main Findings of the Study

As discussed above, both research hypotheses in this study were confirmed. More specifically, we concluded that agricultural development can lead to sustainable rural development, as it has great potential to accelerate the promotion of leisure and tourism activities in rural areas. Our conclusions are thoroughly supported by the results presented in the article and our references in the secondary literature. The findings of this study revealed that agro-tourism encourages farmers and rural developers to contribute to the region’s comprehensive development. This practice will hasten the secondary industry activities related to infrastructure development and the building of public facilities, retail establishments, and other tourism-related services. The development of such infrastructure will further contribute to the tertiary activities in terms of the tourist inflow for practical experiences, leisure tours, and sightseeing. We argue that the effective integration of primary, secondary, and tertiary industries contributes to developing innovative modes for rural development. The promotion of these sectors is interlinked, which makes them highly sustainable.

This paper analyzed a model for sustainable rural development by integrating the primary, secondary, and tertiary industries. In this regard, we incorporated a case study approach and focused on the case of Yongan village in China. It was found that sustainable rural development and the integration of the industries in Yongan village are focused on the agricultural development that precedes the developments in other industries, aimed at accelerating tourism and leisure in the region. Yongan village’s “1 + 3 + 2” model has paved the way for developing a rural complex based on agro-tourism and appears perfect for sustainably accelerating the rural region’s secondary and tertiary industry activities.

The model paves the way for agricultural development that accelerates agro-tourism. At the same time, the rural developers must work on developing the supporting infrastructure that accelerates the secondary industry, such as infrastructure development and the construction of public facilities, shops, and other tourism products. This further enhances the tourism inflow into the region. Based on the region’s agricultural development, the regional bodies and developers can promote the agro-industry to contribute to the upgrading of the tertiary industries, such as through leisure activities and study tours, as well as the secondary industries, such as through construction and infrastructure development. In this way, the three industries areinterdependent and sustainable inrural development. It is suggested that the success of Yongan village case in of the smooth integration of primary, secondary, and tertiary industries is also valuable and referable for most local decision-makers and entrepreneurs in many other developed countries around the world.

6.2. Strengths and Limitations

This study presents a viable model for sustainable rural development via industrial integration that leverages the integration of primary, secondary and tertiary industries, paving the way for a sustainable rural development model. The study’s strengths are embedded in its theoretical and practical implications. The study adds to the literature pertinent to industrial development in rural regions by presenting how rural yield can be leveraged (primary industry) when developing secondary and tertiary industries. Since the findings of this study resulted from a single case study of one village, they may not be suitable to generalize to other villages. Therefore, it is suggested that the proposed model of the current research should be tested in future studies to analyze its universality. We realize that agricultural tourism and other leisure activities linked to it are essential elements of sustainable rural development, although this model has failed in most of Europe in a generalized way. However, from a regional development perspective, it is still the most effective model for sustainable development in contemporary China according to its social and natural conditions.

Along with theoretical contributions, the study also presents practical recommendations that rural regions can incorporate to accelerate their economic development. Along with these recommendations and strengths, the study also faces a specific limitation that must be acknowledged. One limitation of this study is that it is focused on a single case study, i.e., Yongan village in China. The study’s narrowed focus can limit the ability to generalize and apply the findings to all contexts, as the other rural regions may have been following a different path to industrial integration than the one incorporated by Yongan village. In contrast, the rural developers of Yongan village can use the model to improve the region’s development. We also realize that limiting the analysis to the village of Yongan was a legitimate choice in this study. The authors are aware that it dramatically diminishes the implementation value of the results and conclusions of the case study to other territories around the world with similar conditions.

6.3. Recommendations and Future Directions

This study faces limitations in its ability to produce generalized findings because the generalizability of the study can be restricted due to the single case study focus. It is recommended that future researchers conduct a more comprehensive study that would go beyond a single rural region. The researchers intending to conduct studies in similar subject areas should conduct a comparative analysis considering the various regions to determine the varying practices incorporated across the regions for industrial integration and rural development. Based on these varying practices and measures, the researchers could identify the best practices for rural development to develop a more comprehensive model that can be applied to all contexts with minor modifications. Furthermore, this study only developed a single model based on the industrial integration practices of Yongan village. In this regard, it is recommended that future researchers develop and identify different models and conduct a comparative analysis of these different models to determine which generates better outcomes for rural development.