LAUSR

This paper seeks to explore the sustainable development of contemporary Chinese villages by taking Nalu Village in China as a case study. Ethnographic in-depth interviews and observations are used to investigate the transformation of the rich history and heritage in the village. The research and analyses are informed by a multi-dimensional framework of sustainable development. The research finds that the state’s naming the village as a “Chinese Traditional Village” has promoted local rural tourism, which plays an important role in improving the visibility of the village, increases the income of the villagers, and enhances a stronger sense of attachment and satisfaction of the villagers. The pride of the villagers in turn makes them cherish the history of their village. This paper argues that this pride becomes the capital or incentive for the villagers to sustain its continuity.