Study On The Improvement Of Rural Tourism Competitiveness

In recent years, rural tourism has been China’s tourism highlights and new growth point, so it attracts widespread attention of academic circles and trade union. However, China’s rural tourism development is still at the primary stage, there are many problems of it, such as rural tourism products homogenization etc. Because of the similarity of rural tourism development pattern, the competition in rural tourism market is mainly alternative competition, so each rural tourism spot faces fierce competition. How to improve the rural tourism destination competitiveness has become an important issue of theory research and practical work.On the basis of Potter’s "diamond theory model", Crouch and Ritchie’s "seven factors of tourism destination competitiveness model", "Model of five factors of tourism destination competitiveness" and the theory of sustainable development, this paper puts forward the model of factors that influence competitiveness of the rural tourism destination combining with the characteristics of rural tourism, and regards it as standard and basis of the questionnaire design.In the part of empirical analysis, this paper analyzes the factors affecting the competitiveness of rural tourism destination named "Five Golden Flowers" in Nanjing. This paper analyzes the reliability and validity of the questionnaire by SPSS20.0 statistical software, with good results, indicating a reasonable questionnaire design. Then with the use of factor analysis, this paper extracts five factors including core resources and rural tourism attraction, rural tourism facilities, rural tourism environment, rural tourism management elements and rural tourism brand, which are consistent with the hypothesis. On this basis, this paper makes the rural tourism destination competitiveness as the dependent variable and the extracted five factors as independent variables, in order to establish a regression model with the use of stepwise multiple regression method. The results show that the impact of each factor in the competitiveness of rural tourism destinations is positively related to the rural tourism competitiveness. According to the importance of each factor, they have an order:core resources and rural tourism attraction, rural tourism facilities, rural tourism environment, rural tourism brand and rural tourism management elements. In addition, based on the results of interviews with Nanjing "Five Golden Flowers" rural tourism managers and operators, this paper analyzes the problems of this destination in the improvement of competitiveness.Finally, this paper builds principles and standards to enhance the rural tourism competitiveness of Nanjing "Five Golden Flowers" based on the analysis of five factors and existing problems of this rural tourism destination as well as relevant theories as rural tourism and tourism destination competitiveness. Under this guidance, the paper puts forward five paths to improve the competitiveness of this rural tourism destination: stressing "local nature" as the core element, mining resource characteristics of rural tourism; improving rural tourism facilities, enhancing rural tourism reception capacity; improving the ecological environment in the system of "three mountains two water one forest"; strengthening the "integrated marketing" to enhance the brand influence; relying on university resources and establishing a training mechanism.