Research On The Exploitation Of Ningyuan County Rural Tourism Under The Background Of Comprehensive Tourism

With the gradually improving of people's living standard,tourism has become an indispensable part of people's life.It is with a strong momentum to become progressing "sunrise industry".At the same time,under the background of global tourism strategy,rural tourism is rising up whose advantages are apparent,while its continuously emerging disadvantages need to be solved.Therefore,using SWOT to analysis rural tourism's development advantages,disadvantages,opportunities and challenges,build a strategic development matrix,and do questionnaire research on rural tourism in Ningyuan which is a county in Yongzhou,Hunan.Then put forward the relevant strategies to promote the healthy development of rural tourism in Ningyuan,which has important theoretical and practical value.Firstly,based on the research of relevant theories at home and abroad,the study made SWOT analysis on rural tourism development of Ningyuan,and learned that Ningyuan has a lot of advantages such as convenient location,good geographical environment and unique tourism resources.Ningyuan has also been included in the second batch of global tourism demonstration list,and there is a Emperor Shun's Mausoleum Scenic Area which is national scenic area.Therefore,Ningyuan has great opportunities which general counties cannot match for.Nevertheless,rural tourism in Ningyuan is not only faced with large problems such as single product,imperfect infrastructure and poor service quality,but also face the big challenge of the surrounding rural tourism products convergence.Secondly,through questionnaire research on rural tourists and residents,the study learned tourists' demand variance and local residents' perception based on different gender,age,occupation,education and income,after interviewing and analysising the local tourism enterprises.The research demonstrates below conclusions:(1)Lack of tourist facilities and support funds.(2)Inadequate service quality and insipid rural features.(3)Irrational industrial layout and weak regional linkage.(4)Insufficient publicity and flabby promotion.Finally,concerned about global tourism basic idea of rural tourism development,the study puts forward five strategies which is strengthening the concept of global strategy to develop rural tourism,strengthening comprehensive planning to improve the tourist facilities,integrating regional resources to improve the industrial layout,optimizing the whole process of service to highlight the village characteristics,promoting all-field linkage to increase publicity efforts,in order to promote the sustained and healthy development of rural tourism in Ningyuan.