The Study On The New Demands Of Beijing Rural Tourism Market

The recent years witnessed the rapid development of rural tourism, especially in Beijing, the weathercock of national tourism. Benefited from being the capital and the Olympic Games, rural tourism in Beijing has been expanding and recorded an all-time high. Rural tourism plays an ignorable role in bettering the rural and suburban impoverishment, boosting the economic development and uplifting farmer's life standards. The 11th five-year plan takes the development of rural tourism as an essential means to solve the"agriculture, rural area & farmers"issues, it thus plays an irreplaceable role in establishing the new rural areas and a harmonious society. The economic development brought about constant changes in residents'demands towards rural tourism. For the sake of learning those newly-born demands and better guide its development, the author, based on bulks of research in tourism demand theory, divides the new demands into discrepant demands, potential demands and predictable demands."Discrepant demands"means the difference in demands between the latest section (usually defined as the past 2 years) and the last counterpart."Potential demands"are those occurring in the present research in a state of infancy and low-frequency, but, provided guided, are prone to turn into high-frequency demand."Predictable needs"are future could-be needs in the coming period (usually 2 to 3 years) resulted from the analysis of the in-hand data combined with micro socio-economic environment, but hardly seen in historic data and the current researches. Having conducted researches in urban and suburban areas, the author obtained first-hand data and the discrepant demands, potential demands and predictable demands in Beijing by analyzing those date through qualitative and quantitative method and further demonstrate them in terms of ten aspects, e.g., catering, infrastructure, tourism product packages , entertainments and so on.Meanwhile, the author fingers out unfavorable factors that hinder the development of rural tourism by scrutinizing the existing problems and raises proposals referring to proper tackling tactics. First, set up industry standards to comply with and classify tourism entities into three grades, high, medium and low, businesses of different types can therefore be categorized. Second, endeavor to increase investment and consolidate foundations, as well as address infrastructure and security issues. Third, try to impart the concept of"themed destination travelling", transfer the sightseeing into travel for spiritual enjoyment and amplify its commercial usage. Fourth, emphasize the exploitation of culture resources and meet the highly-leveled needs by means of culture discrepancy, together with that of the tentative products, modern entertainments and tourism-related products. Fifth, expand marketing channels through newspapers, magazines, broadcasting, TV and internet, etc. and enrich information for rural tourism, prioritizing info system for travelers'personalized needs.