Resumen
China has become one of the leading international tourism destinations, ranking third at a world level. A fast expanding domestic tourism offers new development opportunities to rural areas. Our results from Daxi Village of Anji County, a popular tourist destination in East China, show that farmers are seizing this opportunity that currently represents 27% of total household income. The better educated young generation is benefitting most, being particularly relevant for women that can develop off-farm activities around the family hostels (nongjiale) and tourist shops. Visitor?s general satisfaction is high, although there is some concern for environmental quality and overcrowding due to the very high number of tourists that come to the village. Our model suggests that tourism will keep growing at least for another decade, which will strain the area, posing potentially severe environmental problems and challenging the long term sustainability of the tourism development model.