The Countermeasure Research Of Rural Tourism Promotion In Cheng Du

Accelerated by urbanization and industrialization, China's economy has undergone rapid expansion. However, regardless of the declining economy growth rate, tourism has been developing significantly. As required by evolution in lifestyle and mental stress suffered by contemporary Chinese people, rural tourism, being one of the important branches of tourism, has been considered as an important route of balancing urban and rural development and further leveraging economical structure of China by attracting residents and capital inflows to the rural area. Meanwhile, the development of rural tourism is expected to protect the rural culture, improve the spiritual civilization and establish harmonic social environment.Starting in the 1990s, for over 30 years rural tourism has been losing its local, by transitioning in toa product of simplification, homogeneitydue to the farmhouse-sightseeing-pickingbusiness model defined initially, which will not be able to meet the increasing demand of returning to nature and pursuing true happiness. As per sustainable development requirements, traditional rural tourism is faced with upgrade and innovation, building leisure-vacation-living type complexes under governmental guidance and financial investment. But more importantly, local for rural tourism is supposed to be maintained,local is regarded as local cultural identity, capable of evoking nostalgia that gives rise to emotional recognition and regression.The author used local perspective to analyze the current status of rural tourism industry in Chengdu, not only innovative by also has an important implication for rural tourism studies for specific region. The author also proposed solutions for rural tourism improvement in Chengdu.Through literature review and method of induction and deduction, contents and features of local have been summarized. Local arising from local cultural characteristics formed by local residents' long-term living lifestyle, by evoking nostalgia that gives rise to emotional recognition and soul return. Being native in material, spiritual and ecological characteristics, local has been motivating and attracting rural tourism development, which is also the key factor of rural tourism upgrade.The author used qualitative analysis and comparative case study method to analyze the current status oflocalpreservation in the surrounding suburban area in Chengdu. There is an obvious loss inlocal characteristics found in these studies. mainly in three aspects:(1) the material elements of rural alienation, (2) the lack of spiritual belief, (3) the ecological destruction.Furthermore, the author continued to use qualitative analysis and summarizing method, to propose solutions to the loss of local, aiming to enhance rural tourism in Chengdu in three aspects:(1) deeply understanding and widely exploring the features and characteristics of local, (2) reinforced guiding and supporting from local government and (3) increasing the diversity of tourism products and creating specialty brands by local business entities.This paper consists of six chapters:(1) introduction, (2) literature review, (3) theory of local, (4) current situation of rural tourism in Chengdu, (5) suggestions to enhance Chengdu local rural tourism and (6) summary.The author studied and replenished rural tourism theory from local perspective. The author also provided recommendations for the development and upgrading of rural tourism industry in Chengdu.