| Rural tourism is significant in constructing new socialist countryside, buildingharmonious society and balancing the urban and rural development. This paper discussesfrom tourism service supply, characteristics of tourists’ requirements and marketing strategyplanning to provide the necessary theoretical support for the development of rural tourism.This paper formulates the origin, definition, classification and characteristics of the ruraltourism, and summarizes the domestic and foreign research present situation. Fromintroducing the current development of the rural tour items in the city of Fuzhou, it analyzesthe advantages, disadvantages, opportunities and challenges of the development of ruraltourism of Fuzhou. In the end of this paper, it offers strategies for the development of therural tourism of the city of Fuzhou from four aspects: the rural tourism planning andmanagement, the infrastructure construction, the program development of the folk culture andthe marketing planning.From compiling the survey data, it analyses the market demand characteristics of ruraltourism of Fuzhou City from the demography characteristics of tourists, the movementcharacteristics, the preference characteristics and the environmental cognition characteristicsrespectively. Meanwhile, it puts forward suggestions from four aspects: enhancing theplanning and management of the rural tourism, strengthening the rural tourism infrastructureconstruction, developing rural cultural featured projects and improving the marketingplanning.This paper cross-analyses the data of the survey of the rural tourism market in FuzhouCity, and contrasts the diversities of the tourists’ movement characteristics and theirpreference characteristics from tourists’ gender, age, education level, profession and income.In the last part of this paper, it offers some suggestions for the rural tourism marketingfrom the following aspects: the price strategy of the rural tourism products, the marketsegmentation strategy and the push strategy for rural tourism products. |
