Guangmingcun Tourism Development Problems And Countermeasures

With the development of modernization and accelerated urbanization process, rural tourism becomes more and more popular. Despite its late start, rural tourism in China has been developing faster and faster especially in recent years. However, compared with other countries, the development of rural tourism is still at an early stage with many difficulties in the development process. As an important component of China’s tourism industry, how to standardize it toward a healthy and sustainable way will directly affect the speed and direction of future development in China’s tourism industry.Under the theoretical guidances of Public Goods Theory, Sustainable Development Theory and externality theory, this paper describes the status of development in rural tourism and its major existing problems in a small village, Guangming Village, by applying the combined methods of theoretical analysis and empirical research with the aid of a field survey. The existing problems includes insufficient knowledge of rural tourism, incompletion in management and operation system, increasing negative impacts, single and rough products and low quality of employees, which has fundamentally hampered the sustainable development of the rural tourism in Guangming Village. According to the problems, the paper proposes some specific policy recommendations:to break the chained mind and establish ecological concepts in recognition level; to strengthen the government management, optimize the policy environment, strengthen the system construction and improve service quality in management level; to enhance regional cooperation, innovative marketing strategies, compile scientific planning and dig culture connotation in developing process; to highlight the rural characteristics and cultivate good morals in tourist product; to encourage the involvement of villagers and increase their income in income security.