| With the acceleration of modernization and urbanization,Chinese urban residents are increasingly eager to escape from the fast-paced and high-stress urban life,and turn to natural and peaceful rural life in pursuit of spiritual and spiritual sublimation.With the support of consumer demand and related policies,China's rural tourism has developed rapidly and has taken up half of the tourism market.However,the development of rural tourism is accompanied by problems such as the lack of attractiveness of tourism products and the incompleteness of the tourism industry chain.Facing the development status of rural tourism in China,how to realize the sustainable development of rural tourism and promote the upgrade and innovation of rural tourism products have become important topics in the current research of rural tourism.This study provides theoretical guidance for the development practice and healthy development of rural tourism products in China through the study of the dynamic system,mechanism process and diffusion mode of rural tourism product innovation.This research uses multidisciplinary research methods such as tourism,economics,and management to conduct research,combining product life cycle theory,demand hierarchy theory,sustainable development theory,system dynamics theory,and stakeholder theory.This research used field observation,in-depth interviews,questionnaires and other research methods to collect relevant data on rural tourism product innovation.At the same time,the development theory and innovation direction of rural tourism products in China are researched by using grounded theory,grey correlation analysis,system dynamic model and innovation diffusion model.The content of this article is mainly divided into seven chapters:Chapter One is the introduction,which is based on the current development environment of rural tourism.It puts forward the research background and significance of this article,clarifies the research framework and technical route,and explains the innovation points and deficiencies.The second chapter is a literature review.It summarizes the domestic and foreign literature on rural tourism,rural tourism products,and rural tourism product innovations.It sorts out the conceptual system and theoretical basis related to the research.The third chapter studies the dimensions of rural tourism product innovation.First,it defines the concept and system of the grounded theory.Second,from the perspective of rural tourism product related personnel,it chooses Yingkou and Changchun as case locations to obtain original data.Finally,through qualitative research methods,a dimensional model of rural tourism product innovation was constructed.The fourth chapter analyzes the causes of rural tourism product innovation,which consists of four parts.The first part is based on the product life cycle theory and judges the life cycle of China's rural tourism products.The second part analyzes tourists' motivation,preferences and evaluation from the perspective of tourists with the help of demand level theory.The third part uses the theory of sustainable development to study the benefits,development trends,and development status quo of rural tourism products.The fourth part builds a dynamic system for rural tourism product innovation,and uses gray correlation analysis to assign weights to the dynamic indicators.The fifth chapter studies the innovation mechanism of rural tourism products.Firstly,it analyzes the research results at domestic and abroad.Secondly,it defines and summarizes the concepts of stakeholder theory and system dynamics,and chooses Zhejiang as a case to construct a dynamic model.Finally,this paper analyzes the mechanism of rural tourism product innovation and the intrinsic relationship between various factors,then verified the authenticity of the model through empirical tests.The sixth chapter analyzes the diffusion of rural tourism product innovation.First,the concept and model of product innovation diffusion are explained.Second,based on the multi-agent theory,a rural tourism product diffusion model is built on the basis of the virus transmission model,and it is performed many times.Finally,the innovation diffusion of tourism products is simulated under different network structures to ensure the rigor of the research.Through a lot of literature analysis and empirical research,this study draws the following conclusions:(1)At this stage,rural tourism destinations in China generally have sufficient natural resources and have the potential to develop rural tourism.With the promotion of policies,rural residents have benefited from tourism,holding a support attitude to the development of rural tourism.However,due to the limitation of funds and the lack of management,there is a lack of attractiveness in rural product development.In this context,the four dimensions of product rurality,product culture,product participation and product comprehensiveness are the functional characteristics of rural tourism products,which play a crucial role in promoting the scale of rural tourism products.The supporting facilities dimension of the product does not directly affect the product itself,but has played a supporting role in the development of rural tourism.As the main body of the development of rural tourism products,the external stakeholders dimension has played a decisive role in the development of tourism and is the leading element of rural tourism product innovation.(2)As the level of demand of tourists continues to increase,their demand for tourism products also shows a trend of diversification,individualization and complexity.On the premise of having the advantages of natural and human resources,rural tourism destinations cannot effectively utilize the unique environment and culture to develop tourism products,which is difficult to bring a good experience to tourists.It is found through research that the dynamic factors of rural tourism product innovation in China can be divided into two levels,including 4 first-level indicators and 23 second-level indicators.Among them,the two indicators of basic conditions and market demand have a strong driving force for the innovation of rural tourism products.At the same time,external conditions such as the experience benefits and capital policies that tourism brings to the countryside also have a certain impact on the innovation of rural tourism products.(3)The innovation of rural tourism products is a process in which various interest parties work together.The government and tourism enterprises have played a vital role in the innovation of tourism products.As the main body of rural management,the government plays an active role in guiding and supporting the innovation of rural tourism products in terms of economy,policy and publicity.Tourism enterprises are one of the main bodies of tourism product innovation.Enterprises develop and use local tourism resources to form unique products to attract tourists.Therefore,the enterprise's innovation ability is a concentrated reflection of the regional tourism product innovation ability.Therefore,the dual-headed model of government and enterprises helps to enhance the innovation ability of rural tourism products.(4)The diffusion process of rural tourism product innovation conforms to the product life cycle theory.When the diffusion rate of tourism product innovation is higher or lower than the acceptance rate and adherence rate of tourism product innovation,the diffusion of tourism product innovation shows obvious differences.When the diffusion rate of tourism product innovation is higher than the acceptance rate and adherence rate of tourism product innovation,the simulation results are basically similar regardless of the acceptance rate and adherence rate of tourism product innovation.In further verifying the diffusion differences of different tourism product innovations in different network structures,this study found three different network structures:random network,scale-free network,and small-world network.The simulation results also show certain differences.It shows that the innovation diffusion of tourism products with different network structures shows different fluctuations and trends. |
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