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This paper addresses the question of whether rural tourism should be considered a special sub-category in the tourism debate, with particular reference to China.Following a review of the mass-tourism model, it is clear that the large scale and profit seeking model of mass tourism is largely inappropriate for rural and village tourism: it can easily overburdens the village infrastructure and overwhelm the villagers such that the pattern of rural life and its traditional culture, as well as its integration with farming is disrupted.