Research On The Development Strategy Of Rural Tourisn In Fuling District

Study on rural tourism is a long-standing. Many domestic and international scholars have made great contribution on it. In 1980s, the state adjusted industry structure in the rural area, and strive for a break through point between the first industry and the third industry. Under this circumstance, rural tourism aroused. The growth of rural tourism becomes an important channel and stimulus for rural area's tourism our country's economy development. As the development of rural tourism, farm inn sadly arisen and becomes an important carrier of rural leisure. Rural tourism upgrades from sightseeing to vocation tourism and then becomes an important channel for rural area's third industry development. As the rapid growth of domestic tourism and diversified tourism product head in its process, especially for the proposal of "98 China Rural Tourism" and "99 eco-environment tourism" made by National Tourism Administration, have greatly promoted the rise of rural tourism.However, in our country, the late development and backward life supporting of rural tourism has been a prominent for a long time. With the perfection of market economy system and the improvement of income level in both urban and rural area, as well as the great needs of rural tourism market, rural tourism encountered bottlenecks and all these problems need to be solved.Fuling is a charming city in its fast development with profound culture background, excellent geography and pleasant eco-environment. However, it must be clearly realize that although many distribution networks are set in the surrounding district, rural tourism is still at its initial stage. The market has still not really open, market share, brand recognition and customer loyalty still need to be further strengthen.This paper based on some related rural tourism theory research adapted SWOT analysis method to deeply study the environment of rural tourism in Fuling. First, It mainly focused on its strengths and weakness, its opportunities and threatens. Second, the paper analyzed rural tourism's development state in Fuling, and then points out its existence problems in the current strategy, such as, such as lack of unified planning, the insignificant characteristic and the lack of policy support related etc.;At last, based on the above problems, the paper proposed the view that Fuling's rural tourism development should be free from the bondage of "sightseeing", change idea, establish new concept of tourism resource, and to achieve the diversified investment, to take "rolling development" way, to scientifically develop rural tourism resources; to develop specialties market-oriented; to strengthen environmental protection, and take the road of sustainable development; to reinforce publicity; to strengthen health and safety work; to improve the construction of legal system and management and perfect the work of leadership, organization and coordination.