Revitalization or Alienation: Reflections on Continuation of Traditional Culture

With urbanization and industrialization, the future of traditional villages and their culture has been discussed extensively. Tourism is an important way to promote economic growth and cultural dissemination as it brings hope to revive traditional villages and local cultures. We explored the role of cultural heritage tourism in the process of cultural dissemination that affects cultural kernel. We conducted a case study of Xunpu Village and obtained textual data through field study and interviews. The results showed that in the process of developing cultural heritage tourism, the traditional culture transmitted outward from Xunpu Village has experienced alienation and absence. The importance of cultural heritage tourism is based on cultural authenticity, but the loss of cultural authenticity in the development of Xunpu Village is not conducive to the development of sustainable tourism and the long-term well-being of the residents.