Confronting sustainable development in two rural heritage valorization models

Many rural areas have reinvented their territorial development through tourism, turning to vernacular heritage to ensure their future. Various models of heritage preservation and valorization are adopted where small-scale agriculture is no longer viable. Among them, ecomuseums and place-based labelization schemes transform rural heritage into an economic resource while remaining grounded in cultural and architectural preservation and identity transmission to future generations. Both face criticisms, including being decried as fostering the museumification and mythification of the rural, effectively holding back rural areas in an imagined and romanticized past rather than providing a vision for a sustainable future. The Association of the Most Beautiful Villages of France and the Ecomusée d'Alsace illustrate the debate. This investigation analyzes how these two initiatives challenge critics. It unveils their respective understandings of the future of rurality and their approach to promoting sustainable communities through tourism. By highlighting responses to tensions between valorizing the past and forward development in the countryside, findings reveal paradigm shifts from traditional habitat preservation to future-oriented architectural pedagogy in one case, while operational exigencies and normative quality principles mitigate opportunities in the other.