A Study On The Dilemma Of Rural Tourism Communication Under The Background Of New Media

In recent years,with the country's strong support and the development of the integration of urban and rural areas,rural tourism has gradually become the focus of domestic tourism and an effective measure to solve the issues concerning agriculture,countryside and farmers.Rural tourism,with its beautiful picturesque scenery,unique age-old folk customs and culture,traditional exquisite tourism products,is attracting more and more tourists.However,making a general survey of China's tourism development,rural tourism is still in its start-up stage.How to make rural tourism communication work well and let travel enthusiasts understand and experience the rural tourism is the problem that rural tourism needs to pay attention to.China Tourism Development Report(2016)mainly proposed that we should actively integrate into the Internet era,through the promotion of rural tourism and other fields,to promote the development of tourism +.Undoubtedly,the proposal of this report will be both an opportunity and a challenge for the development of rural tourism.This paper plans to analyze the current situation of domestic rural tourism communication under the background of new media through the perspective of communication,making suggestions on rural tourism communication by applying the relevant theories of Communication?Tourism and Economics.Firstly,state the important role that new media can play in rural tourism communication through the analysis of a series of national policies about tourism development.Through the summary of the relevant researches at home and abroad,find that current rural tourism lacks systematic analysis from the perspective of communication science.Secondly,we propose that empirical research method should be used to research on a highly representative village from the perspective of communication science(this paper takes Rongshui Miao Autonomous County as a sample unit,one of the 10 counties in the first batch of national tourism demonstration region released by National Tourism Administration in 2016,also known as one of the first batch of characteristic tourism counties in China's popular tourism destination)in order to analyze the problems in a both quantitative and qualitative way by using direct observation method,depth interview method and questionnaire survey method.Thirdly,taking Rongshui Miao Autonomous County as an example,we sum up the dilemma of rural tourism communication under the background of new media.Then,analyze the rural tourism communication from the dissemination of content,new media channels,audience reception and feedback by using the theory of communication opinion leader and stereotype image to find out the reason with rural tourism communication's dilemma.Finally,using the long tail theory with innovation as a theoretical foundation,there are several suggestions to solve the problems: broaden the media channels,deepen the online experiential communication,promote tourism brand,build rural region-based tourism.