Exploring the Comprehensive Evaluation of Sustainable Development in Rural Tourism: A Perspective and Method Based on the AVC Theory

The coronavirus disease (COVID-19) pandemic has led to a surge in rural tourism, catering to consumers during the pandemic. However, rural tourism faces severe issues of homogeneity and environmental degradation owing to excessive development. Sustainable development of rural tourism is an urgent problem. This study, based on the average variable cost (AVC) theory, aims to explore the sustainable development of rural tourism landscapes with a focus on the Shijing area. A landscape evaluation system was established through factor analysis and weight calculations, with ten principal components contributing to a cumulative contribution rate of 77.196%. The weighted values for attractiveness, vitality, and resilience were 0.539, 0.297, and 0.164, respectively. The findings indicate that Caijiapo Village had the highest comprehensive score of 88.79 (good level of performance), whereas Laoyukou Village had the lowest comprehensive score of 80.25 (average level of performance). Caijiapo and Liyukou exhibited the strongest overall strength, whereas Liyuanpo and Xiazhuang had moderate overall strength, and Laoyukou had the weakest overall strength. The results reveal that all five villages possess rich natural landscapes and favorable geographical conditions, demonstrating the potential and attractiveness of rural tourism development. However, the overall carrying capacity was moderate and vitality was relatively weak. This supports the AVC theory application in rural tourism research and emphasizes the importance of rural landscape quality and economic vitality. The main contributions of this study are as follows: (1) the establishment of a rural tourism landscape evaluation system based on the AVC theory, providing a scientific assessment method for sustainable development; (2) the case evaluation in the Shiying area provides decision-makers with reference for development strategies; (3) emphasis on the importance of ecological conservation in rural tourism and providing recommendations to address issues of homogenization and environmental degradation.