Land Art Festival: Development for Promote Ethnic Groups’ Tourism in Southeast Guizhou, China

Abstract

The objectives of this research were to history of ethnicity and Land Art Festivals; current situation, problems and artistic forms of Land Art Festivals and guidelines on the development and communication of promoting ethnic tourism. This qualitative study focuses on the Southeast Guizhou Land Art Festival and the surrounding ethnic minority villages. Data was collected through literature review, surveys, observations, interviews, in-depth discussions, and focus groups, using both structured and unstructured methods. For qualitative research, a sample population of 4 key informants, 10 casual informants and 11 general informants were selected and analyzed through the lens of cultural theory, with results presented through descriptive analysis.

The research results are as follows: Firstly, the results reveal the cultural and artistic value of the Miao and Dong minorities in the southeast Guizhou, including their history, architecture, customs, and traditions, as key contributors to the Land Art Festival. The study also reviews the history and evolution of Land Art as a contemporary art form, using the Echigo-Tsumari Art Triennale in Japan and the Aranya Land Art Festival in China as case studies. These cases illustrate how Land Art serves as a bridge between tradition and modernity in regions rich in cultural and natural resources. Secondly, the research examines the transformation of exhibition spaces and surrounding rural landscapes, highlighting how artists and artworks bring new vitality to secluded villages. This revitalization enriches the spatial dynamics and functions of rural areas, fostering the development of ethnic rural tourism. However, it also introduces challenges, such as disruptions to daily life and threats to the core of local cultural identity. Thirdly, based on these findings, the study proposes strategies for optimizing ethnic rural tourism, emphasizing community-driven development and culturally sensitive approaches. By combining targeted media marketing with community-led initiatives, Land Art Festivals can act as a catalyst for tourism while preserving local culture. This approach offers an authentic, immersive experience for contemporary tourists and serves as a model for sustainable, small-scale ethnic rural tourism in the future.

In conclusion, this study explores the interplay between ethnic culture, rural spaces, and the Southeast Guizhou Land Art Festival, analyzing the cultural evolution of the Miao and Dong minorities through cultural ecology, spatial theories and other cultural theories. By examining case studies from Japan and China, it highlights how cultural festivals can drive rural tourism and heritage preservation. The festival redefines rural spaces by merging tradition with modernity, fostering economic growth, and reshaping cultural landscapes, though challenges such as local skepticism persist. To promote sustainable development, the study proposes a refined, community-driven tourism model, integrating technology, creative innovation, and digital marketing to balance cultural preservation with economic vitality.

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