The Study Of Rural Tourism In Song Dynasty

Rural tourism emerged in ancient China at an early time, although different from today's one, the role of her reference can not be ignored. The Song Dynasty,dating from Han and Tang Dynasties to Ming and Qing Dynasties,is at an epoch-making turning point. Based on the development of Sui and Tang Dynasties,the commodity economy in the Song Dynasty continued to extend deeply and developed fully, the whole business was of unprecedented prosperity. With a high degree of social and economic development and frequent movement of social workers, rural tourism also demonstrated a thriving prospect.The rural tourism resource in Song Dynasty is extremely rich and diverse.This article divides it into four types:agricultural landscape,historical sites, religious resources and rural landscape;and studies the main developers,including local officials, rural people and Taoist,and finds that they have an initial marketing sense. The main body of rural tourism in Song Dynasty,up to the emperor and down to the civilians, includes all the social classes.Because village is an emotional returning land for literati, a good place for seeking peace and ancientry, but also a desire place for leisure. In addition,leisure activities in rural tourism are colorful, such as enjoying the pastoral scenery and beautiful flowers,visiting ancient place interest,enjoying feast pleasure, participating in farming experience, carrying out a variety of traditional games and activities,and so on.As a result, rural tourism wins the favor of the main tourist.In terms of the tourist facilities, rural transport and hotel industry are economic phenomenon worthy of concern, particularly the rural hotel industry which is overlooked. In this paper, the rural hotel industry's main body of consumption, business entities, marketing strategies and operational scale are discussed superficially. Typically, the operators of rural hotel are lower class of society, including villagers, flowing persons and criminals working under the guise of village inn. In the competition market, they generally have taken the service marketing regarding customers as God and created elegant environment to attract consumers. The scale of operation is usually small,mainly family-run or home shop. There are also large-scale rural hotels, which are in the suburbs or beside the official highway.Drawing lessons from history is the task of history. The ultimate objective of studying rural tourism in Song Dynasty is to give today's rural tourism some reference. In fact, the ancients give us a considerable number of examples. The awareness of development and conservation to rural tourism resources, rich rural tourism products, personalized travel services, etc., are worthy of being learned by our present-day rural tourism operators.