Integration and Revitalization of Agricultural-Themed Export Art and Agritourism from a Rural Revitalization Perspective

Abstract

Rural culture stands as a pivotal driving force for rural revitalization in the contemporary era, serving as the cultural capital essential for integrated urban-rural development. Agricultural-themed art, deeply rooted in traditional Chinese culture, forms an indispensable component of this rural heritage. Historically, during the Ming and Qing dynasties, such art played a significant role as export art, facilitating East-West cultural exchange. However, the rapid pace of urbanization has led to an increasing cultural disconnection and discontinuity within agricultural cultural arts, thereby impeding their potential contribution to rural revitalization efforts. This study addresses this challenge by proposing the design of an Augmented Reality (AR) application. This application aims to enable cross-temporal interaction with exported agricultural art within the context of rural tourism, allowing users to experience a virtual world that exists in parallel with the tangible agricultural culture. The development of this AR application was informed by comprehensive questionnaire feedback. Subsequently, a cohort of potential target users was engaged to evaluate the prototype of the program. The evaluation utilized the System Usability Scale (SUS) and involved in-depth interviews, both of which yielded overwhelmingly positive user feedback. This work uniquely integrates art, agricultural tourism, and commercial operations from its nascent prototype stage, offering innovative perspectives and practical pathways for rural revitalization. This integrated approach is designed to benefit a broader audience of agricultural tourists and industry practitioners, fostering sustainable development and cultural preservation in rural areas.