A Study On The Business Performance Optimization Of Rural Tourism

Rural Tourism in China began in the late 20th century, it was originally used as a poverty alleviation and agricultural structure adjustment, until the CPC Plenum proposes building a new socialist countryside, "three rural" (rural areas, farmers and agriculture) issue has become the focus of our party in the future, and from 2004 to 2010, the CPC Central Committee released this on the 1st documents as a theme for seven consecutive years and put the rural work to a new historical height. The key to solve the problems is to improve the farmers'income, and years of practice proved that the development of tourism can stimulate local economic development, the development of rural tourism, raising farm income, the quality of life for farmers, promoting agricultural and rural development, it is a useful way. However, there are inevitable problems in the booming rural tourism, and with the development and research in-depth, it is recognized that rural tourism involves a number of disciplines; stakeholders are many and complex, we require a combination of true multi-level research, and thus be able to propose appropriate countermeasures and solutions to achieve the sustainable development of rural tourism.The author believes that the majority of scholars focus on the system science, anthropology, and sustainable development with a view of a whole community participation in rural tourism, a few scholars conduct an empirical study on tourist destination "community participation", but few scholars analyze and compare community benefit distribution mechanisms for a system action. The paper uses the tourism, stakeholder theory, game theory and other related theory, makes literature analysis, empirical analysis, theoretical study based on the C-D production function, establishes game model, conditions deduced function, and then substituted into the function of the use of empirical data to verify analysis and draw the appropriate conclusions to guide practice, and finally analyzed and summarized the domestic transformation of rural tourism on the basis of practice and experience, based on the future development of rural tourism development and the general requirements, the guiding ideology of sustainable development, as well as characteristics of rural tourism for the transformation of rural tourism and provide a theoretical basis and methods of operation, seeks to promote research in this area. After the establishment of game model between government, developers and rural tourism villagers, the paper takes a village in Shandong Province for an example, by comparing the difference between the two found that, because the various stakeholders conflicts of interest, resulting in a number of irreconcilable contradictions, making the actual performance is far less than the scheme of arrangement performance, these four categories of stakeholder in the community have inconsistent benefit, their mutual interests and the inevitable experience of repeated power game, leading to individual rationality and individual rationality, individual rationality and collective rationality conflict between, resulting in the process of tourism development in an increasingly severe resource, environmental, and cultural predicament. The author has specifically examined the root causes of conflict and put forward corresponding countermeasures and suggestions that only through a rational institutional arrangements to strengthen the government's tourism development control functions, and with the "production, the people, media, learning" multi-dimensional control of the main interaction, common supervision, and establish a "polycentric" structure, in order to achieve the performance the actual performance of the scheme forward, even beyond the planned performance, to ensure the sustainable development of rural tourism.