How can rural cultural tourism achieve sustainable development and contribute to countryside revitalization? Alor Valley has been exploring this question through value co-creation models.

Founded in 2017, Alor Valley began as a rural cultural tourism brand in Xixi Resort before expanding to the ancient Diaoyuan Village in 2021. Unlike the self-contained approach in Xixi, Alor Valley adopted a value co-creation model in Diaoyuan, engaging the government, original villagers, new residents, homestay operators, and other stakeholders in a collaborative ecosystem. Founder Zhang Bei, guided by her vision of fostering intrinsic vitality, designed a cultural tourism blueprint for the ancient village. By leveraging the synergies of original inhabitants, newcomers, and ecological partners, Alor Valley cultivated community spirit and a distinctive living culture that attracted visitors.

Zhang Bei believed this model—prioritizing a sustainable ecological environment over rapid tourist growth driven by infrastructure—required a longer gestation period. As a result, despite more than two years of development, Diaoyuan Village had yet to show the expected vibrancy. On June 25, 2024, the district party secretary, a co-creator, proposed introducing night markets and similar events to accelerate tourist visits. However, Zhang Bei worried about the impact of such activities on the project's brand identity and long-term goals, making it difficult to balance the secretary's request with the project's vision.