| As the tourism step into sustainable development level under the guidance of scientific concept of development, with the scale of the industry expansion and enhancement of the industry status, the change of international economy environment and tourism industry environment, tourism demand and business conditions are turning Sinuous change, therefore the transformation and upgrading of tourism is imperative, rural tourism is no exception. The paper launches the upgrading analysis of rural tourism industry based on the industry upgrading theory, take Huangshan city as the empirical analysis object.Huangshan City is rich in resources for rural tourism, both natural,cultural resources and ecological resources, all parties had the nation's top tourist resources with high grade and deep culture. Present the basic shape of its rural tourism, the development can be classified according to reception service, farming participatory, cultural experience,landscape of villages and modern holiday travel, according to district resource endowment and the development of tourism , Huangshan City has formed three functional parts of the rural tourism area: Central Huangshan rural tourism circle, along with Xin'an river rural tourism, rural tourism in Ancient Huizhou, the tourism develops with rapid industrial scale and increasing industrial quality.There are so many successful experience of the rural tourism development of Huangshan City, well, facing the industry upgrading road, this thesis try to find the entry point from the Hui-culture with long history, dig the element of Hui-culture for rural tourism, creatively propose policies of rural tourism upgrading from the Hui-culture, which shows important value to Huangshan city and even the larger area to explore the traditional cultural service modern tourism.This thesis dig Hui-culture from six points: the Huizhou architecture, farming landscapes, folk customs, food culture, traditional crafts and Xin'an medicine, select material for the upgrading of rural tourism in Huangshan City. In the dialectical relationship between rural tourism and the Hui-culture, in addition to analysis of the relevant elements, it embodies the mutual promotion in both the side and the other side of the two conflicts.The promotion between Hui-culture and tourism reflects in: Hui-cultural support rural tourism product innovation and strengthen local cultural characteristics , rural tourism draw Hui-cultural renaissance and heritage. the contradictions between Hui-culture and tourism reflects in some problem during the development of Huangshan city, such as: extensive development of tourism resources, homogeneous competition; irrational tourism industrial structure, weak competitiveness of enterprises; village construction stereotyped, increasing tendency of urbanization; weak strength for residents to participate , and community interests is neglected.The general position of rural tourism in Huangshan City can be promoted to the "International rural leisure tour destination featuring Hui-cultural ", through rural tourism as a breakthrough in the construction of new socialist countryside, to achieve "poetic dwelling" to rural regeneration. Specific upgrading strategy can be elaborate from four aspect: the image upgrading of rural tourism, the product upgrading, the business model upgrading and the marketing strategy upgradingUpgrading the image of rural tourism, including Hui-cultural theme slogan,Hui-culture theme dance party, Hui-culture landscape construction,. Particularly in landscape construction, since there are superb skills and strong cultural connotation in Huizhou architecture, and it has own categories in some aspects such as decorate,function and structural shapes , in the development of rural tourism , if mix the basic characteristics of Huizhou architecture into facilities and landscape Construction, to make visitors immersive Hui- culture, it's a rare cultural experience for customers but also an important opportunity to improve rural image of Huangshan city.Upgrading of rural tourism products, includes three aspects of mixing Hui-culture elements based on six tourism elements as food,accommodation,vehicle,travel, shopping and entertainment,enriching the type of rural tourism products, creating the theme villages of different cultural characteristics. Inheritate food culture focused on Anhui cuisine and accommodation facilities, rebuilt in the style of control to enhance style architecture; the establishment of a large transportation network, lead the main road of village attractions into the Huangshan city traffic, multi-party government financing construction to improve the basic conditions for rural tourism; to give full consideration to transportation, accommodation, attractions and other factors, differences based on four levels set circuit, combination promote cultural landscape fine line; give full play to local resources and characteristics, Tourism Management and tourism policy to guide and regulate the correct sector management, combined with handicrafts, native products development, a series of distinctive fist travel goods; the introduction of government procurement concept, give full play to existing cultural and human resources of Huangshan City, the effectiveness of dig Huangshan City folk traditions, culture, geographical features to create a logo and style of cultural performances.Through analysis the problem of the loss of current intangible culture heritage in Huangshan city, proposed transmission of intangible cultural heritage law: Stick to the production and expand its operations and the protection of traditional manual skills; By analyzing the data and design museum exhibition for heritage protection; on the endangered the essence of the creation of specialized agencies heritage protection; in civil protection in the transmission characteristics of culture; organized festivals to attract people to participate and protection; the establishment of research institutions, in research and dissemination to achieve protection of heritage.Upgrading rural tourism business model is reflected in the management with product created as core, Symbiosis with benefit as core, Organization Development with group as core: keep the village of unique selling point, in the introduction of scientific management and operation of commercial operation, management and operations done in the "differentiated" to distinguish between before and after the sets of external operations and internal management to set a modest barrier between; stimulate farmers to maintain tourism the enthusiasm of the local community of business and enable them to benefit in tourism development, maintaining industry chain localization and operators of chemical and biological; through the formation of Huangshan City Country Tourist Association, the rural tourism co-operatives and other organizations scattered vulnerable groups to organize themselves through scientific planning and rational arrangement of the system to support and guide the establishment of mechanisms for equitable distribution of benefits, most farmers in the local development of rural tourism benefit.Upgrade rural tourism marketing strategy, this paper proposes the following four points: to promote the ancient Huizhou, "a six-county government," Rural Tourism Alliance, jointly build China into the rural tourism golden triangle tourism market at home and abroad; into the "famous city (Shanghai)– famous lake (West Lake)– famous mountains (Huangshan) "world-class tourist line, to achieve source sharing and cooperation ; act in the Pan-Yangtze River Delta region" Huizhou tourism into the community, "to seize the newly established state-level Demonstration Zone of Industries transfe to the cities along Yangzi river which is a historic opportunity to deepen the Yangtze River Delta in the source markets; deepen the "Sino-French cooperation project in Rural Tourism of Hui-area ", to promote rural tourism into world. |
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