Tourist Demand Guided Improvement Of Zhejiang Tonglu Rural Tourism Product

The first policy documents of 2016, which refers to developing leisure agriculture and rural tourism, makes it a prosperous, wealthy farmers and rural pillar industry. The document emphasize the reform, innovation and the development of rural tourism, rural tourism, promoting comprehensive rural development strategy to address rural tools.Based on the new situation, the domestic economies in transformation and upgradation, and rural tourism supply side reforms at a critical node, the strategy to promote rural tourism product is the key to the development of rural tourism. Based on study of tourist demand analysis on the rural tourism products combining theory, sampling and analysis of tourist demand, using quantitative and qualitative methods, the products of rural tourism, rural tourism product development in Tonglu, we analyzed the present situation and further study the route of upgrading the rural tourism product in Tonglu.(1) Through market surveys, the rural tourism in Tonglu can be summarized as three major characteristics:individual, self-supported, experiential, which are different from the four characteristics the common market "individual, self-supported, teenage, network".(2) The rural tourism product in Tonglu County exhibits plain, lack of vitality, experience and participation. Therefore it has not yet formed a comprehensive system which is composed of transportation, travel, accommodation, food, shopping and entertainment.(3) "Targeting for neighbourhood, short term traveling" is the elementary demand characteristics of rural tourism in Tonglu County. The major Tourists are the residents from Hangzhou and Tonglu town, followed by residents of other cities, such as Shanghai and other cities in Zhejiang province.(4) The rural tourism products in Tonglu requires personalized experience.The tourist village campground, spa centers, country clubs, tree house experience area, health resort and other new business are the most popular.(5) There are "multiple, small, scattered and weak" problems.Those are a large number of rural tourism businesses and farmers, low levels of management, the ineffective management of business, small scale, weak competitiveness. All of those leads to highly conflict of product homogeneity, monotonous services.(6) The rural tourism in Tonglu is low level of branding. non-balanced investment, lack of large modern agricultural leading enterprises, identical products. National and international rural tourism brand is barely established. Installed famous brand has not been chained.(7) It is the shortage of management talent. Rural tourism operators were mostly local residents. The management and employees need to be well trained and improved, especially the lack of familiarity with high-quality operation of the rural tourism planning, management talents.In order to promote rural tourism product in Tonglu County, according to the conclusions, we proposed that project development, business management, marketing, business and innovation need to be improved for rural tourism products in Tonglu County should be improved. In the ascent direction, we propose four suggestions:(1) improving rural tourism products system, building the whole industry chain, (2) protecting rural tourism resources, persisting green, low-carbon tourism, (3) adjust the strategy for new market demands, introduction of wisdom tour, (4) optimization of tourism product structure, quality and characteristics of the development.