Analysis On Rural Tourism Resource And Its Development Strategy In Ruian City

The development of China’s rural tourism started in the 1980s, which is far behind the western developed countries, is in the preliminary stage. At this stage, developing rural tourism by considering the local condition has critical and practical importance in developing its tourism activity and solving the rural construction of new countryside.On the basis of the reviewing the history and present situation of the rural tourism at home and abroad, this work adopts field research and literature consult methods. Investigate and disposal the protection and development of the resources of the rural tourism at Gaolou town Ruian city Zhejiang province. This town’s tourism resources mainly include natural tourism resources, cultural tourism resources and sight-seeing agriculture resources. The natural tourism resources include animal and plant resources, geographical resources, hydrological resources, beach forest resources. The cultural tourism resources include celebrity culture folk culture red culture and overseas Chinese culture. The sight-seeing agriculture resources include the red bayberry at Gaolou, the honeysuckle at Ningyi and the tea at Yingqian.According to the questionnaire survey date collection and analysis, we verify the marketing positioning of the rural tourism. The tourist has following characteristics. First, the travel information mainly comes from relatives and friends. Second, the purpose of the travel is leisure vacation. Third, most of the tourists are individual travellers. Fourth, the tourist stay not for a long time, the consumption level is low, but a high rate of return. Therefore, we definite the market positioning:mainly for the mass tourist in middle class, the rich leisure tourist in upper middle class as the core, the students with great growth potential, low consumption but high frequency, as the supplement.On the basis of the research, analysis of the existing products at present, we point out the rural tourism products development and marketing strategies:differentiation marketing, price grades marketing, specialize marketing, diversified marketing channels, experience marketing. At the same time, we must implement the various security measures to raise awareness, strengthen leadership, establish and perfect the management mechanism of development; protection of ecological resources, improve the ecological environment; developing rural tourism resources planning; formulate laws and policies, strengthen scientific management; give prominence to the rural tourism products of geographical characteristics and cultural connotation; perfect facilities, improve the service level; improve the quality of operator and employees; increase the intensity of ecological compensation; enhance the operator’s application level of network. Only in this way the rural tourism at Gaolou town can achieve sustainable development.