Evolution Pattern of Rural Tourism Investment Location Choice from the Perspective of Human-Land Relationship System: Based on a Case Study of Zhejiang Province, China

Abstract: Location choice and decision-making are the basic and critical issues in economic investment. Given the rapid development of rural tourism, scientific decision-making on rural tourism investment (RTI) plays a vitally important role in local industrial efficiency and achievements. To learn the connotation of RTI and enrich our knowledge on the evolutionary characteristics of its location choice factors in destination phased development, this paper has comprehensively analysed RTI and built a location choice factor system from the perspective of the human-land relationship system based on an empirical study of Zhejiang Province in China. (1) According to human-land relationship theory, RTI is constructed by a systematic content of “investors-factors-objects”, and its location choice is related to the local industrial economy, social and cultural development, and natural environment. (2) Contributions of location choice factors present a clear decreasing trend among the industrial economy, social and cultural conditions, and natural environment to RTI decision-making in the study area, while the industrial economy gradually stands out with rural tourism destination evolution successively from the initial stage, development stage, and rapid expansion stage to the upgrading and efficiency improvement stage. (3) Evolution of RTI location choice is a process of making different investment decisions in various regional rural tourism development stages, as the rural human–land relationship system has a deep influence on RTI earning expectations and “investors-factors-objects”.