Ya'an City, Rural Tourism Development Research

As a new kind of industries, rural tourism has already become a kind of comparatively ripe tourism form in abroad. Rural tourism in our country just rises in the eighties century, going through a short pice of development time, but it does develop fast, and is gradually accepted by city dwellers. Yaan is known as the "back garden" of Chengdu, which is rich in tourism resources. With the rapid development of rural tourism in China, rural tourism also grows up very fast in Yaan. However, without pre-theoretical guidance and a unified management planning, many problems emerged in Yaan rural tourism and therefore a specialized research on Ya'an rural tourism has a practical significance.The result shows that Yaan have some well-knownes in tourism, having much advantageous on environmental resources, location, price to develop rural tourism; but there is also many problems, such as less in rural tourism project, lack of experience, poor infrastructure, low quality of employees, the overall weak reception and so on. For its consistent with the new rural construction and sustainable development, the development of rural tourism is greatly support by all levels of governments, and with the increasing people's incomes and the maturing economy and holidays, rural tourism has considerable room for development. But it is bound to face fierce competition in the industry, diversification of tourism demand, rural urbanization, environmental degradation and other challenges in the development process of Yaan rural tourism. The article analyzes the basic characteristics and consumer preferences of the visitors basing on the surveys of Yaan suburban rural tourism.Basing on the rural tourism situation in Yaan and the analysis of the questionnaire on the visitors, the author gives some suggestions to develop Yaan's rural tourism, such as extensifing product range, highlighting the leading product, strengthening the price advantage, establishing the online marketing platform, strengthening infrastructure construction, improving service quality, safety management, adhering to eco-development, broadening the financing channels, supporting the establishment of rural tourism experts of the SCO.