The rapid expansion of rural tourism in China has been accompanied by the pervasive yet understudied phenomenon of informal employment. While these workers are fundamental to service delivery and cultural experiences, their characteristics and operational logic remain poorly understood, posing challenges for sustainable sector management. This study investigates the typologies and behavioral patterns of these informal workers through field research in Shandong Province. Findings reveal a diverse workforce, classifiable by occupational activity into five types—micro-entrepreneurs, mobile service providers, seasonal hires, intermediary service providers, and cultural performers—and further distinguished by identity backgrounds such as local villagers and return-migrants. Each group exhibits distinct behavioral rationales, from the household-based, embedded operations of micro-entrepreneurs to the opportunistic, mobile strategies of street vendors. The research provides a critical framework for recognizing the heterogeneity of this workforce, underscoring the necessity for targeted policies to effectively integrate informal employment into sustainable rural tourism development.

Ruoyang Zhang, Lei Chen, Weidong Shi. Exploring Typologies and Behaviors among Informal Workers in China's Rural Tourism. Academic Journal of Humanities & Social Sciences (2025), Vol. 8, Issue 11: 175-182. https://doi.org/10.25236/AJHSS.2025.081125.

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