Research On The Beijing Rural Tourism Optimization Strategy Based On Tourist Perceived Value

Rural tourism development is an important means of development of rural economy and to build a new socialist countryside in China,meeting the needs of urban residents to release the pressure of life.Our country is agricultural country with a long history,there are many different kinds of farming culture and rural tourism resources.It has the good conditions for the development of rural tourism,combined with a huge number of urban residents and demands in China.It seems that the future of our country rural tourism development potential is enormous.Rural tourism in the western countries has a history of one hundred years of development,while in our country is still very young and,therefore,the rural tourism industry is not enough mature and perfect,rural tourism product development and planning also has a lot of problems to be solved.This article come up with the optimization promotion strategy on the outskirts of Beijing rural tourism,from the perspective of tourist demand,combined with tourists perceived value theory,to promote rural tourism enterprise market competition ability and provide intellectual tool and direction for the development of rural tourism.First of all,summarize the rural tourism at home and abroad related research and introduces domestic and foreign outstanding case for research.To summarized the literature,summed up the four main points to definethe rural tourism,and discusses the characteristics of the rural tourism products and the development of rural tourism in our country.And then,introduced the theory of customer perceived value,through to the related concepts and related theories of discourse analysis,intuitive to introduce the core essence of customer perceived value.Tourists on the perceived value of rural tourism,through the analysis of tourists travel motivation and cognitive limitations.summarizes the main types and influence factors,lay a foundation for optimized strategy is put forward.Finally,analysisBeijing suburban rural tourism development advantage and the current problems.Investigation and analysis of Beijing suburbs rural tourists travel motive,psychological expectations,tourist behavior and satisfaction,through the form of questionnaire survey.Know the main demand of Beijing suburbs rural tourism tourist and value perception process characteristics,through the analysis of the data.Put forward the resource characteristics,tourism products,services,personnel quality,infrastructure,marketing strategy,six aspects such as environment resources optimized strategy suggestion,promote rural tourism enterprises to establish a market competitive advantage,promote the Beijing suburbs and other areas of our country rural tourism sustainable development.