A Study On The Development Of Rural Tourism In Enshi From The Perspective Of Industrial Convergence

In recent years, the development of rural tourism is in full swing, rural tourism destination spreads all over the country, and the rural tourism market is thriving, but subsequently also exposes many problems, such as rural cultural loss, the lack of brand characteristics, management confusion and so on. Along with the diversification of consumer demand and the improvement of the quality of life, it is necessary for us to rediscover rural area and rural tourism, forming a comprehensive grasp of the rural ecology, industry and culture, on this basis, the quality and innovation of rural tourism products should be enhanced to let people "see the mountains, see the water, remember nostalgia". Industrial convergence is such the way to the rural reconstruction and innovation, it can activate the rural elements to the maximum extent, realize the social, economic and ecological benefits of rural areas, and promote the transformation and upgrading of rural tourism. With the development conditions are becoming more and more mature, rural tourism itself is entering the stage of primary, secondary and tertiary industrial convergence and upgrading, now it is the 13th Five-Year, rural tourism will acquire a good opportunity for transformation and development, with the help of "innovation, coordination, green, open, sharing" development concept, the development of rural tourism industry convergence will be further increased, so we must firmly grasp the trend and realize the transformation from rural tourism to beautiful rural life.The rural area range of Enshi Tujia and Miao Autonomous Prefecture is wide, and it had a large number of ecological and cultural resources, so rural tourism should have a better space for development, but compared with the existing brand such as The Grand Canyon and Tenglong Cave which has occupied a certain tourism market, the development of rural tourism is still very weak, lacking investment and building of rural tourism. At present, rural tourism in most areas of Enshi is still in low stage of development, and can not form a strong competitiveness and brand advantage, therefore it is necessary to optimize and upgrade rural tourism and make a plan for the present and future directions.This paper discusses the development and transformation of rural tourism in Enshi from the perspective of industrial convergence, and puts forward the development path of rural tourism in Enshi by drawing on the theory of the convergence of the tourism industry and studying it from many directions. Firstly, the background, significance, purpose and content of research on the rural tourism in Enshi by industrial convergence were analyzed, and the whole research framework was constructed. Secondly, the research foundation of this paper has been integrated, next we analyzed the causes and the value elements of rural tourism industrial convergence, at the same time, the development situation of rural tourism in Enshi was analyzed with the questionnaire. Thirdly, we make an empirical analysis on the situation of Enshi rural tourism industrial convergence, and point out the development dilemma of rural tourism in the background of industrial convergence, as we can see, the optimization and upgrading of rural tourism is urgent. Finally, the path of rural tourism development in Enshi (Central development, Interactive development, Macro development) is systematically summarized from the perspective of industrial convergence, three kinds of development should be a step by step process, and then gradually break the "scenic mode" of rural tourism development.