Ying Shan Rural Tourism Transformation And Upgrading Under The New Urbanization Background

The process of China’s marketization, internationalization, industrialization, urbanization and information significantly speed up since the reform and opening up. While, the gaps between urban and rural workers and peasants, areas, and regional disparities has increased. In this regard, the report of the 18th CPC National Congress established a new route for urbanization development, among which the industry support is one of the core issues of urban and rural development. Rural tourism is a new industry under the background of the new-type urbanization, which aims to effectively integrate both the urban and rural area for a better and sustainable development. Therefore, rural tourism can serve as an important industry in the process of new-type urbanization. At present, the maladjustment of industrial structure in China’s rural tourism industry has become a major concern, and need to be upgraded. Problems include deficiency in the industrial function, shortage in industrial chain, lack of cooperation and convergence. Therefore, under the background of new urbanization, it is of great importance to promote the upgrading of the Rural Tourism in Ying Shan County from the aspects of industrial function, industrial structure, industrial chain and the operation mode.Ying Shan County, known as a beautiful place propitious for giving birth to great men, rich in natural landscape diversity and cultural heritage, and also has great potential in the development of the tourism industry. In recent years, Ying Shan County aims at building "Hubei Tourism country", and great efforts have been made. By the end of 2015, Ying Shan welcomed a total of 3.6 million tourists, and tourism revenues reached 2.12 billion, which increased by 16% compared with the same period last year. It is now high time for the tourism industry to step in the period of upgrading.The present research defined the concepts of rural, rural tourism and the mechanism of driving force base on extensive literature review. The life cycle theory, push and pull theory have been used to deduct the mechanism of driving force. The SWOT approach was used to analysis the current status of rural tourism in Yingshan County. The strengths, weaknesses, opportunities and challenges have been estimated. Finally, suggestions regarding the Industrial structure, product development, marketing mode and talent cultivation have been proposed for the upgrading of rural tourism in Ying Shan County.