Cultural Materials And Its Expression In Rural Tourism

With the accelerating development of the world's industrialization and urbanization, rural tourism increasingly shines among the world. Compared with other countries, China's rural tourism still stays at the preliminary stage, in which China's rural tourism accompanies some shortcomings, such as facial understanding of rural tourism implication, product resemblance, low profit, limited influence on refreshing rural economy, managing and operating systems that are not improved, and theoretical study of rural tourism still at the initial phase.This paper first presents rural tourism meaning and characteristics, and the difference between rural tourism and general tourism; and then sets forth that the nature of rural tourism is rural culture, explained by introducing rural landscape, rural tourism products, and consumption and demand for rural tourism. The paper also introduces the Three-part Methodology of culture, that is, rural culture may fall into the following three hierarchies: rural material culture, system culture and mental culture, explaining how to foster these cultural materials in the development and utilization of rural tourism; meanwhile points out rural cultural materials should be expressed by internal means that is to create cultural atmosphere as a whole and design tourism products with rich cultural implication, and external one that is rural tourism marketing, including designing image, analyzing target markets and making promotion strategies. On the basis of establishing theoretical system, conducted is the case study on Jiushan's rural tourism development, which in accordance with the expression process adopts diversified means to express its implicated culture, and of which thinking can provide reference for itself and other similar destinations, hence having practical and guiding significance.The paper places research focus on rural culture, accordingly having some prospect and innovation. Meanwhile, the author wishes the study can provide reference for the sustainable development of China's rural tourism.