Cross-generational analysis of residential place attachment to a Chinese rural destination

Drawing on data from fieldwork and interviews, this paper reports a cross-generational analysis of residential place attachment to a Chinese destination. The context of the study was the rural town of Heqiao, in Zhejiang province. Findings show that three generations share collectivised aspirations of tourism investment for rural development and the impetus of such collective expectations is to fulfil individualised generational needs. The study also reveals the roles of tourism as the national force to localise intergenerational solidarity, which informs the everyday experience of each generation toward place attachment. Policy implications are also discussed.