Tourist traffic in areas that were once mainly agricultural raises questions beyond the simple subject of promotion, reception and accommodation of tourists. The contacts between local actors and tourists are sometimes complex and bring to light various issues and representations of the territories and their heritage, the same heritage and terroir that attract these tourists. On the plateau of Valensole, a commune in the Alpes-de-Haute-Provence region, the landscapes that have long been magnified by poets and European tourists have recently undergone a radical transformation driven by the surge of chinese interest for lavander and the development of social networks. The encounter between Valensole, its inhabitants, farmers, elected officials, craftsmen, guides and, landscape tourists, especially those from China who came to see the lavender during their trip to Europe, is the subject of this thesis at the crossroads of several fields of research. About 60,000 tourists from the Chinese world have crossed the Alpes-de-Haute-Provence department, and in particular the Valensole plateau, every summer since the early 2000s. Even if they represent only a tiny category of foreign tourists in the Southern Region (9%), their journey in Provence arouses many reactions, all the more so since in Valensole, this proportion increases to 30% of all foreign tourists are Chinese. Beyond an observation of the interactions, issues and representations at the heart of this heritage and touristification of the Valensole plateau, this thesis was an opportunity to give voice to farmers, in a context where the issues of rural renewal and rural change are at the heart of society's thinking. This local anchoring gives it its anthropological interest. The chinese prism has also given it a more geo-political and global ambition. The context of confinement due to the Covid-19 virus during the writing of this thesis confirmed the stakes of the questions of the globalization of exchanges and perceptions of territory (otherness / identity).