Research On The Transformation And Upgrading Rural Tourism In Henan Province Under The Background Of New Urbanization

With the acceleration of urbanization, urbanization quality is becoming a more prominent problem,such as citizenization, integrated development of urban and rural areas and ecological protection. Thereport of the18th Party Congress has pointed out that a new path to urbanization should be taken in Chinaand industrial support is at the core of urbanization. Rural tourism is featured by close links with tourismindustry and higher added value. Rural tourism plays a key role in effectively transferring of surplus rurallabor, protecting ecological environment in rural areas, inheriting and disseminating traditional folk culture,improving the living quality in rural areas and protecting ancient villages. Therefore, it can contribute a lotto China’s new path to urbanization.Meanwhile, China’s rural tourism has experienced the following stages, preliminary rapid growthperiod and relatively slowing down period. The rural tourism is witnessing the transition fromquantity-oriented development to quality-oriented development and problems in this initial stage haveshown up. China’s urbanization has presented a huge consumer market for rural tourism in that itcontributes to the transition of capital, technology, information and personnel from urban areas to ruralareas. All this will promote the transformation and upgrading of rural tourism. However, great attentionshould be paid to the impact of urban values on the rural mindset, which has become a bottleneck for thesustainable development of rural tourism. Therefore, this paper focuses on the ways to transform theabove-mentioned disadvantages to advantages and the transformation and upgrading of tourism tourismagainst the background of China’s urbanization.With a long history of farming, Henan Province is rich in tourism resources and boasts a uniqueadvantage for the development of rural tourism. In recent years, rural tourism in Henan is developingrapidly due to the promotion and support of governments at all levels in Henan. According to relevantstatistics, in2012rural tourism in Henan covered62,839,900visitors with a total revenue of26,204,000,000RMB yuan. Henan’s rural tourism is transformed from quantity-oriented development toquality-oriented development. With the development of new urbanization in Henan, Henan’s urbanizationprovides important opportunities for the transformation and upgrading of its rural tourism. Therefore, research in this aspect is conducive to the sustainable development of rural tourism in Henan and thedevelopment of Henan’s urbanization.On the basis of literature review, first this paper proposes the definitions of China’s urbanization, ruraltourism and the transformation and upgrading od tourism industry. By means of stakeholder theory andpush-pull theory, the relation between China’s urbanization and rural tourism has been analysed. Thenthis paper analyzes the current situation of rural tourism in Henan and points out that Henan is enteringa phase of transformation and upgrading．Next,against the background of urbanization in China, thispaper presents the obstacles faced by the transformation and upgrading of rural tourism in Henan fromaspects such as capital, talent,technology, natural resources and environment on the basis of case studies inHenan. From the viewpoints of travel demand and governmental policy support and the promotion ofessential factors,relevant motivating factors,relevant motivating factors to the development of rural tourismin Henan have also been analysed. Finally,strategies are presented to upgrade the transformation andupgrading of rural tourism in Henan such as the industrial structure, product development, marketingmode, personnel training, market development and research, and cooperation and coordination amongrelevant competent bodies.