Development Planning Of Xinghua Village Tourism Resources In Macheng,Hubei

In recent years,rural tourism is increasingly popular with consumers. This new format tourism have played a positive role for historical and cultural heritage, stimulate consumer demand, accelerate the farmers’ income, optimize the industrial structure, promote urban and rural development.This paper takes Macheng, Hubei Xinghua Village as the research object, uses the SWOT method to analyze comprehensively the present situation of it tourism resources development, and puts forward the basic idea and solution of it tourism development. This paper researches development situation of tourism resources Xinghua Village through literature analysis, field visits to research, qualitative and quantitative analysis and evaluation. Starting from the local Xinghua Village resources, This paper explores Xinghua Village tourism development preliminary planning scheme base on its tourism development related information, access to national, provincial policies and measures to promote rural tourism, which can provide a reference at this stage to promote local tourism exploitation of upgrading.Firstly, combing and analysis of the basic situation of Xinghua Village resources in Macheng. It has been published in 2014 the sixth installment of "Chinese historical and cultural village", and has been named "Hubei Provincial Tourism village", "the most beautiful villages in Hubei," national AAA level scenic spots. The village is located in the hilly, and rich in tourism resources (lakes, fruit trees, green). It has the following characteristics:a sound ecological environment, beautiful scenery, and diverse folk, humanities thick. In terms of the degree of development, Xinghua Village belong fledgling tourism development and construction of new district; from the analysis and evaluation of tourism resources and fieldwork, It is suitable for playing rural tourism and leisure travel features tourist areas.Secondly, this paper determines the feasibility of development of tourism resources base on the present situation, and using the SWOT method to analyze comprehensively. Its advantage is the superior geographic location, convenient traffic conditions, rich in tourism resources, good policy environment. Its disadvantage is that the landscape foundation is weak, incomplete facilities, brand marketing, the old management style lag. Its opportunity is coming era of mass tourism, the rise of holiday travel, the implementation of paid leave, holiday boom. It is the threat of business means a single, highly competitive market, market positioning fuzzy, fatigue and other issues into the follow-up.Finally, this paper presents planning ideas development of Xinghua Village tourism resources from tourism product development, image marketing planning, and sustainable development etc. It is scientific planning and rational distribution of space tourism, highlighting features, focus on the development of tourism products, started the brand, marketing and promotion of tourism image, green development, to ensure a good ecological environment, harmonious development, actively promote community participation, government-led, optimizing travel policy environment.