Study On The Influence Of Rural Tourism On The Social And Cultural Change Of Destination

Since the reform and opening up in the 1980 s,China's economy has been developing rapidly,the level of national income has been greatly increased,and the improvement of people's quality of life has led to the development of rural tourism.Rural tourism,relying on the unique natural and geographical advantages of rural areas,has developed a different from the traditional rural leisure tourism and mainly resort,entertainment.With the development of rural tourism,a large number of urban people flock to the countryside for holidays and visits.During the process of contact,foreign culture has influence and impact on local culture,resulting in the change of social culture.The social culture of the rural tourist destination is embodied in the countryside scenery,traditional culture and folk customs,festival etiquette,building style,eating habits and so on.Protecting the traditional cultural elements of rural areas and developing them reasonably and moderately will benefit the sustainable development of rural tourism.The development and development of rural tourism,to a certain extent,have broken the social and cultural environment of the local countryside,which is beneficial to the local cultural development.At the same time,the tourism development brings a large number of tourists,making the foreign culture and local culture clash,easy to make the local rural traditional cultural variation or even loss,resulting in the loss of the traditional culture of the original flavor.Taking jingyuan village,xiangju County,Zhejiang province,as an example,this paper makes an observation and research,adopts the methods of field survey,questionnaire survey,literature data,expert interview,and analyses the influence of rural tourism on the social and cultural changes brought by the development of jingyuan village.Based on the analysis of the case of Jingyuan Village,the author puts forward some suggestions and countermeasures about the negative impact of the social and cultural changes of destination brought by rural tourism,hoping to help the rural tourism area to achieve sustainable and healthy development.The main conclusions of this paper are as follows:1.This paper expatiates the relevant concepts and theoretical bases of rural tourism,selects the appropriate research methods and draws up the technical road map for selecting the topics and cases.2.To analyze the development of rural tourism in the case,and to introduce the general situation of the case from three aspects: the selection of the case,its geography andeconomic environment,and the course of tourism development.3.The third chapter based on the field investigation of objective analysis of the material were brought from rural tourism destination of social and cultural change,elaborates the positive effects and negative effects on the basis of the fourth chapter through the questionnaire form to analysis the villagers perception of "influence".Second,the two parts of case to analyze the content of the questionnaire,the first part is the sample of demographic analysis,the second part concentrates on the attitudes of residents in rural tourism and residents' perception of tourism impact social culture changes.4.According to the investigation report of the case and the existing problems,this paper explains the guiding principles of rural tourism and the suggestions and countermeasures of rural tourism development,and puts forward some specific suggestions and measures.