Research On The Market Structure And Its Optimize Allocation Of Shanghai Rural Tourism

The 19 th National Congress of the Communist Party of China put forward the strategy of rural rejuvenation,leading us re-recognize and explore of the value of the rural areas.The rural areas in Shanghai bears special meaning,which shoulder the responsibility to serves the development of internationalization metropolis and leading the rural development of yangtze river delta even for China.The rural area of Shanghai is not only an important part of the large-scale ecological network of the city,but also plays a significant role in providing good quality recreation space for the citizen.Therefore,how to realize the special value of rural area of Shanghai is a new epoch topic.The 2018 central first document the central committee of the CPC central committee on the implementation of the rural rejuvenation strategy further stressed to adopt vigorous measures to develop countryside survice commercial such as sightseeing agriculture,recreation and leisure,health and regimen and to build a green ecological industrial chain of rural ecological tourism.By the chance of “Shanghai leisure agriculture and rural tourism facility layout programme” we found that the rural tourism in Shanghai was encountering some difficulties.The rural tourism products were in homogeneous competition and there was information asymmetry between supply and demand.Large amount of Shanghai citizen taken a holiday in Jiangsu and Zhejiang,which formed the “Shanghai village” phenomenon.There were big shortage of tourist facilities,etc.Getting a in-depth understanding of rural tourism market structure and its optimize allocation,is an important part to answer the question of how the rural areas in Shanghai to serve for the development of the city,and how to provide decent lives for people.Taken the rural tourism in Shanghai as study object,the question of rural tourism market structure was discussed.Through investigation from April to July in 2016,and by the chance of “Shanghai leisure agriculture and rural tourism facility layout programme”,this study collected basic information data and reception data of 223 rural tourism spots in Shanghai by questionnaire,and deeply interviewd about 50 people,including business owners,rural residents,external investors,heads of tourism and agricultural sectors from different levels.Gathered all kinds of written materials on the rural tourism industry in Shanghai and collected 20,000 online reviews of 48 rural tourism spots.This study choosed Shanghai as the study subject,given the fact that Shanghai's rural tourism industry started early and went through a relative long time,which ensures a diachronic property for the analysis of industry evolving process.Besides,rural tourism industry at the rim of the metropolis has its typicality and particularity.Analysing the evolution process,organization structure,supply and demand of rural tourism industry in a relatively stable space and in a relatively consist socioeconomic circumstance offers a preliminary and feasible theoretical framework for study of its kind.Meanwhile,it also provides some real-world experiences for other places to further inprove their rural tourism industry.Based on the theoretical and empritical analysis,this study has reached to some conclusions.The main conclusions are as follows:1.Differences in product attribute and heterogeneity of needs run through the evolution process of the rural tourism market struture.The production mode of rural tourism industry evolve from scattered to standarded,then to personalize.Industrial restructuring of suburb area,urban-rural integration and policy transformation drived the releasing of production factors from the three main industries,and transformd to the practical and potential supply of rural tourism,which has deeply changed the content and mode of supply.2.The rural tourism market structure in Shanghai has went through a evolving course,which included the stage of factor accumulation(from 1985 to 1995),supply and demand upgrade(from 1996 to 2000),carrier diversifying(from 2001 to 2013),and structure conversion(since 2014).The evolving course was pushed by many factors,which contains agricultural development and industrial restructuring,enterprise behavior and market competition,demand heterogeneity and consumption patterns evolution,technical progress and infrastructure improvement,policy regulation and regime innovation.3.The result turns out that the rural tourism in Shanghai was large but not strong enough.The supply level of rural tourism spots scattered as pyramid structure.The measurement of supply level showed that agriculture production area,landscape abundance,amount of operational types and duration of high season both high in weight and score.The demand of a year present a double peaks,and quite banlance.during the other times.Consumer demand upgrading was slow and t the tourists' experiences of different destination was inclined to be homogeneous.Digging the demand attributes by means of text mining was accurate.4.The imbalance between supply and demand in Shanghai rural tourism was obvious.The overall level of rural tourism supply was not high.Supply levels of different rigions were imbalance,and the influence factors were instable.The contents of tourists' experiences were shallow,and the trend of demand missing was intensified.Only a few high grade scenic spots had both large demand and good performance,and a large number of spots were both low in demand and satisfaction.Due to the data deficiencies and limited research level,quantitative analysis of this study was not so sufficient.The follow-up studies may try to deepen the theoretical study or expand the multi-level studies by using more scientific and resonable data.