Study On Endogenous Development Model Of Rural Tourism

Within 30 years, rural tourism has been booming and brought the society huge profit. However, due to too much reliance on outside forces, an overwhelming majority of profits have gone to investors. By contrast, the local people cannot benefit a lot from it but have to handle the environmental and ecological problems during the tourism development.This paper is a tentative study on the endogenous development model of rural tourism which developed in the middle of 1970s in the west within the background mentioned above. And this paper comes to the conclusion that this development model, based on the internal resources and culture within the community and developed by the local community, can achieve the sustainable development and the maximum profit for the local. To further test the practical effect of this model, this paper makes a case study of Taoyuanxiangu, Miyun County of Beijing, which is the first sight spot invested and managed by rural people and features the endogenous development model. With the profit relevance theory, this paper shows that the endogenous development model in Taoyuanxiangu can guarantee the maximum profit for the local community and the ecological environment and human culture's sustainable development. Inevitably, the current model of Taoyuanxiangu is not perfect and has its own problems, such as the profit conflicts among the shareholders, the excessive reliance on the outside forces, and the management and operation problems. In addition, with many examples of the endogenous rural tourism at home and abroad, this paper gives some feasible suggestions to Taoyuanxiangu.