The Research On The Development Problems Of Rural Tourism Surrounding Mount Tai

With the sustained development of national economy and society and the continuously increase of people’s income, domestic tourism, especially the rural tourism has been favored by masses of tourists and flourished rapidly because of a few characteristics and advantages including economy, convenience, strong participatory and deep cultural deposits. And the rural tourism has attracted the attention of government, expects and scholars at the same time. This paper did some classification and ordering briefly on the research process recently referring to rural tourism domestic and abroad.The rural area surrounding Mont Tai has developed rural tourism actively and achieved initial fruit on the basis of rich tourism resource and unique geographical advantages, which has great realistic significance to the adjustment of rural industrial structure, increase of farmers’ income, enrichment of the Mont Tai macro-tourism, and process of new type urbanization. However, being in the primary stage with small scale, low grade and limited effect due to the late starting, there exists some obvious deficiency and problems on the development of rural tourism surrounding Mont Tai in the aspects of planning and guiding, market-based operation, construction of supporting facilities, policy environment and so on. The governments of each level regard the development of rural tourism as the important measure to strengthen rural work and increase of farmers’ income, focus on promoting and guiding and do their best to promote coordinated progress and scientific development.For that reason, approaching from the treasures, results and existing problems of the development of rural tourism surrounding Mont Tai based on the economies of scale theory, new public service theory and the theory of service value, this paper did elaboration on three tourism modes: a strong tourism village driven mode, tourism project driven mode, characteristic agricultural and advantageous industry driven model, referring to identification, feature and trend of each mode and the evaluation for each one. The author also did on-the-spot investigation on several specific cases in the aspects of development, management and operation mechanism, provided tourism products, achievements and contributions, and did comparative analysis about the characteristics, conditions of use and scope of the three modes. Regarding Taishan District of Tai’an City as specimen and according to the questionnaire for rural tourism operators and tourists, the author did on-the-spot investigation about rural tourism development including basic information of operators, the basic management of rural tourism, development evaluation and demand situation of operators, the basic information of tourists, understanding extent and travel plans of tourists for rural tourism, tourists demand, degree and evaluation of implementation intentions for rural tourism. According to the results of the survey, satisfaction of operators and tourists should be improved, the role of government, market intermediary service organizations in Mont Tai rural tourism development should be further played yet, and development environment still needs to be further improved and enhanced.At last, aiming at the existing problems in the development of rural tourism surrounding Mont Tai and associating with the actual situation of the local, the paper made the following measures to accelerate rapid and healthy development of Mont Tai rural tourism: planning unified the layout of Mont Tai rural tourism industry; unifying and enhancing service standards; enhancing the capability of the development of supporting industries and improving the implementation of development policies.The conclusion of the research is as following: in the course of the development of Mont Tai rural tourism, the governments of each level in the rural area should take some measures to provide some helpful reference for the development of Mont Tai surrounding rural tourism, that is taking the practical needs and future needs of operators and tourists into consideration comprehensively, taking two aspects into consideration, that is government guiding and supporting and market deciding, and obtaining some achievement from scientific research.