A Study On The Exploitation Of Creative Tourism Product Development In Rural District

As part of tourism industry, rural tourism has become more and more popular in the world. Rural tourism in China started late. Since the mid-90s of the 20th century, rural tourism has got vigorous development and become an important travel option of urban residents. As a new industry in rural areas, rural tourism plays a positive role in promoting rural economy, solving rural issues as well as realizing rural and urban economic and social integration with new income sources, employment opportunities. However, there are many problems in the development of rural tourism in China: single type and similar content of tourism products and low level service do not meet tourism market demands of rapid development; rural tourism development become "urbanization" and increasingly "vulgar", lose the unique characteristics of rural tourism destinations; more tourists aggravated environmental pollution and ecological damage in the country; blind development of tourism happened in some areas for economic interests in short term. The development of rural tourism products need mature theoretical guidance and new ideas.In this thesis, literature research, case studies and comparative law studies as well as other research methods are used to sort out the relevant literature, exploring the creative rural supply and demand of tourism products; a rural creative tourism product development model is built as RFM model; a case study of Qianxi is analyzed based on more detailed planning information; corresponding countermeasures is proposed for rural creative tourism development, which has some theoretical and practical significance for innovated sustainable development of rural tourism product development.This dissertation is composed of 6 chapters. As an introduction, Chapter 1 reviews the relevant literature, sums up the achievements in this field, and establishes the hypothesis which needs proving and the methodology which this dissertation follows. Chapter2 focuses on the concept and characteristics of rural creative tourism products, discussing several relevant theoretical devices such as creative industries theory, industrial economics theory of industrial convergence, tourism phenomenology travel experience theory, Gestalt psychology, theory of tourism, tourism product development theory, and tourism sociology theory of tourist gaze. The third chapter discusses the supply and demand for rural creative tourism products, analyzes the characteristics of rural creative tourism, the composition of rural creative tourism market as well as motivation and consumer behavior characteristics of tourists creative consumer. The fourth chapter describes the concept of rural tourism field, proposes modes of rural creative tourism production, tourism experience and rural creative tourism. On this basis, the development of rural creative tourism product RFM model is conducted. Chapter5 introduces Qianxi as an empirical case study, analyzes Qianxi rural tourism development conditions with ASEB model. Based on the RFM model, through the creative production technology and creative experience path, corresponding recommendations are proposed on Qianxi rural tourism products development. The last chapter is about the conclusion, the limitations, and fields into which further exploration should be carried out.The basic features and originalities of this dissertation could be seen in the following aspects:①This dissertation carries out a theoretical as well as an empirical research into problems of rural tourism creative products by creatively adopting a mufti-disciplinary approach and new theories in such fields as psychology, marketing, etc.②As for the basic theory research, this dissertation analyzes the connotation and the nature of a rural tourism creative product from different perspectives, proposes production and consumption models for rural tourism creative product development.③the concept of tourism field is introduced to build a RFM model for rural tourism creative product development.The deficiency of this thesis is as follows, as rural tourism is a new thing, rural creative tourism has very few case data to support; Moreover, market segmentation of rural creative tourism product occurs increasingly refined; rural creativity tourism demand is uncertain and individual. For these reasons empirical analysis of rural creative tourism product demand is difficult to draw valid conclusions:it is not only difficult to investigate and predict if new rural creative products will be recognized by consumers, but also hard to determine whether the rural creative tourism products will meet present needs based on past economic development. This thesis only makes a regulated analysis on rural creative tourism demand, lack of empirical investigation of rural creative tourism demand, which leads to deficiency on the analysis of rural creative tourism products features. Empirical research on rural creative tourism demand should be the further study.