Modern Social Science Research

This study takes the World Cultural Heritage site, the Honghe Hani Rice Terraces, as a core case study, focusing on touristsmultidimensional perceptions of terrace-based leisure agriculture. It explores development paths for leisure agriculture in the Honghe region of Yunnan Province, aiming to enhance the integration of agriculture and tourism, enrich the perspective of cultural and rural tourism development, and stimulate regional vitality. Based on the theory of perceived value, the study employs literature analysis and the SWOT model to examine the strengths, weaknesses, opportunities, and threats of developing leisure agriculture in the Hani terraces. It constructs a perception framework with four key dimensions: perception of tourism resources and environment, perception of services and products, emotional and psychological perception, and perception of social impact. The study finds that developing leisure agriculture in the Hani terraces requires an integrated approach: strengthening ecological protection and landscape aesthetics; deepening cultural heritage and experiential activities such as farming practices and folk performances; promoting community participation and benefit-sharing mechanisms; optimizing the supply of distinctive services and products; and enhancing brand building and sustainable tourism practices. This development path may offer theoretical reference and practical paradigms for similar agricultural cultural heritage sites.

Hani Rice Terraces; SWOT analysis; Tourist perception; Leisure agriculture; Development path