Research On Sustainable Development Of Fishing Rural Tourism In Zhoushan Archipelago New Area

After being approved as one of the “comprehensive reform pilot cities of nationaltourism” in2010, Zhoushan is meeting the unprecedented opportunities for development infishing rural tourism.The State Council of China officially approved the ZhejiangZhoushan Archipelago New Area on June30,2011, which is the first new national area thatever focused on the marine economy. Under the impetus of geographical conditions,resource advantages and major policies, the fishing rural tourism of Zhoushan ArchipelagoNew Area shows ascendant trend and forms a batch of classical island leisure products.Therapidly development of rural tourism which has the characteristic of fishing rural areas hasbecome a new highlight of the development of Zhoushan tourism. Meanwhile, someproblems which restricted the sustainable development of fishing rural tourism alsogradually revealed, such as low-level repeated construction, disordered market competition,the similar tourism products, single project form and the lack of effective system to trainfishing rural tourism practitioners. These problems affect the sustainable development offishing rural tourism in Zhoushan and press for us to solve.This paper adopts literature analysis, field investigation method, SWOT analysis andASEB grid analysis method of combining qualitative and quantitative methods. Accordingto the theory of sustainable development, tourism, ecology, sociology and other disciplinesof knowledge as the theoretical basis, the author draws lessons from the successfulexperience of rural tourism development at home and abroad, then deeply analyses thepresent situation and existing problems of fishing rural tourism in Zhoushan ArchipelagoNew Area, and puts forward the implementation of strategic measures for the sustainabledevelopment of tourism in the fishing rural areas combining with reasonable planning andguidance to provide intellectual support and decision-making reference for the sustainabledevelopment of rural tourism in Zhoushan Archipelago New Area.