Xiangchou as cultural anchor: A grounded theory model of nostalgia, identity, and rural tourism in China

In the landscape of human emotion, there is a specific feeling that binds people to the places where they grew up. In the West, this is often discussed as nostalgia, a bittersweet longing for the past, or homesickness, the acute pain of being away from home. However, in China, there is a distinct concept known as xiangchou. While it shares roots with these Western ideas, it carries a heavier cultural weight. It is not just about missing a person or a time; it is a deep, culturally specific attachment to the land of one's ancestors, the rural way of life, and the collective memory of a community. As China has undergone rapid urbanization, with millions moving from the countryside to cities for work and education, this feeling has become a powerful force. It drives people to return to their roots, not just to visit, but to reconnect with a sense of identity that feels threatened by modern change. Understanding how this emotion works is crucial, especially as rural tourism grows into a major industry. Travelers are increasingly seeking out traditional villages, hoping to find the authentic past they feel they have lost. But what exactly triggers this feeling, and how does it shape the future of these villages?

A team of researchers set out to answer these questions by looking closely at the people who live in and visit traditional villages in southern Jiangsu province. Instead of starting with a theory about what xiangchou should be, they listened to the people themselves. They conducted in-depth interviews with 53 individuals, including 32 residents and 21 tourists, across six different traditional villages. The researchers wanted to understand the mechanics of this emotion: what conditions make it appear, what sparks it, who feels it, what objects or places carry it, what emotions it brings, and what hopes it inspires for the future. By analyzing these conversations, they built a model that explains xiangchou not as a simple feeling of sadness, but as a complex, active process that connects the past, present, and future.

The study found that xiangchou does not happen in a vacuum; it requires specific conditions to emerge. The most fundamental condition is separation. For many, the feeling grows stronger the further they move away from their hometown, whether for school or work. The physical distance creates a space for longing to take root. However, the feeling is not limited to those who have left. Even people who stayed in their villages can feel xiangchou, but for a different reason. They often feel it when they see their hometown changing rapidly due to tourism or urbanization, watching old buildings disappear or traditions fade. In this way, the emotion is triggered by both distance and by the loss of the familiar within one's own home.

Once the conditions are met, specific moments act as triggers to awaken the feeling. These triggers are often tied to time and place. A particular season, a holiday like the Lunar New Year, or a rainy day can instantly bring back memories of family and childhood. For tourists, the trigger might be seeing a scene that resembles their own hometown, such as a specific type of bridge, a river, or a traditional market. The researchers found that these triggers are deeply personal. A tourist from a city might feel a sudden connection when seeing an old man sitting in the sun or a specific type of vegetable garden, because it reminds them of a life they never lived but feel drawn to. For residents, the trigger might be the sound of a festival that used to be lively but is now quiet, or the sight of a new building that replaced an old one.

The people who experience this feeling are diverse. The study confirmed that xiangchou is not just for the migrant worker missing home. It is felt by three main groups: people who have moved away, people who stayed in the village but see it changing, and tourists visiting from outside. Each group feels it differently. Those who left feel a yearning for the place they grew up in. Those who stayed feel a sense of loss as their home transforms. Tourists feel a connection to an idealized version of rural life, often projecting their own memories or desires onto the villages they visit. Despite these differences, all three groups share a common thread: a desire to hold onto something real and authentic in a changing world.

This emotion is carried by specific things in the physical world. The researchers identified two types of carriers: tangible and intangible. Tangible carriers are the physical things you can see and touch, such as old stone bridges, the layout of the streets, the smoke rising from chimneys, and the specific architecture of the houses. These objects serve as anchors for memory. When a tourist sees a yellow stone wall or a wooden door, it can instantly transport them back to their own childhood. Intangible carriers are the things you cannot touch but can feel, such as the smell of traditional food, the sound of local dialects, the stories of ancestors, and the atmosphere of a festival. These elements carry the cultural genes of the village. A bowl of handmade dumplings or the sound of a market day can evoke a sense of belonging that goes beyond the physical structure of the village.

The emotions that xiangchou brings are complex and often mixed. It is not purely happy or purely sad. The researchers found that it involves a blend of positive memories and negative realities. People feel pride and joy when they recall the warmth of their childhood, the beauty of the landscape, and the kindness of their neighbors. At the same time, they feel sadness and regret when they see that these things are disappearing or have been replaced by something less authentic. A tourist might feel happy to see a well-preserved village, but sad when they realize their own hometown has become polluted and forgotten. This bittersweet nature is central to the experience; it is a love for the past that is sharpened by the pain of its loss.

Finally, this feeling leads to a vision for the future. The study showed that xiangchou is not just about looking back; it drives people to want to protect and develop their villages. Residents and tourists alike expressed a desire to see their villages thrive, but only if their cultural identity is preserved. They want tourism to bring economic benefits, but they fear that too much development will destroy the very thing they love. They hope to restore old buildings, bring back traditional festivals, and keep the local culture alive. This vision turns the emotion into action. It inspires communities to balance the need for modernization with the need to keep their heritage intact.

The researchers concluded that xiangchou is a powerful force that shapes how people interact with rural tourism. It is more than just a feeling of missing home; it is a dynamic process that links personal identity with collective memory. By understanding the conditions, triggers, and carriers of this emotion, planners and policymakers can better support rural villages. They can create tourism experiences that respect the past while building a sustainable future. The study suggests that when villages are managed with an understanding of xiangchou, they become more than just tourist destinations; they become places where people can find meaning, connection, and a sense of continuity in a rapidly changing world. The findings offer a clear path forward: to honor the past, we must understand the deep emotional ties that bind people to their roots, and use those ties to guide the development of the future.