Research On Rural Image Perception And Rurality In Rural Tourism Destination

With the rapid development of urbanization and vigorous promotion of rural revitalization,the development of rural tourism has become one of the major ways to improve rural vitality,improve the rural environment,and villagers' lives.However,in the process of rural tourism development,phenomena such as urbanization of landscape,culture is in decline and residents weakened have caused great damage and impact on the essential characteristics and appearance of the village.The analysis of rural image perception and rurality in rural tourism areas is of great significance for revitalizing the countryside,developing rural areas,enhancing the experience of recreationalists and residents,protecting and inheriting rural landscapes,cultural and social relationships,and promoting the coordinated and sustainable development of urban and rural areas.ln view of this,based on the collection,research,and analysis of informations about rural planning,data of tourism development,recreational data,and resident information in Shitang Village,Jiangning,Nanjing.The paper comprehensively utilizes mathematical statistics methods such as AHP,descriptive statistics and factor analysis;spatial analysis methods such as kernel density analysis and spatial superposition analysis together with qualitative research methods such as questionnaire surveys and field interviews to conduct an empirical study on rurality and rural image in Shitang Village,in order to expand the rural research scope of rurality in rural tourism areas,enriching the theoretical basis for rural image perception and rurality,and promoting the healthy and sustainable development of rural tourism.This article is divided into seven chapters.Chapter one discusses the research background,research significance,research ideas,methods and declineates the scope of study area.Chapter two elaborates on the concepts of villages,rural tourism,rurality and rural images,as well as theories of sense of place,cognitive maps,spatial production and sustainable development.Chapter three presents literature review,including domestic and overseas on rural tourism,rurality and rural image.Chapter four constructs a rural measure system and measures its weight by combing the rural component of rural tourism;meanwhile,it discusses the rural space of Shitang Village from four aspects:tourism resources,spatial nodes,landscape style and ecological environment.Chapter five studies the rural image perception by recreational tourists and local residents in Shitang Village.Chapter six puts forward the problems in the development of rural tourism and discusses the countermeasures in Shitang Village on the basis of the field investigation and qualitative analysis of Shitang Village.Chapter seven draws a conclusion of this article and puts forward the prospects.Through the above studies,this paper has obtained the following conclusions:(1)The rurality and rural images it determined constitute the core attraction of rural tourism.This article analyzes the three major dimensions of rural landscape,rural culture and rural society as the core elements of the country's nature,builds a rural tourism destination rural index system,and restores the country's essential features and characteristics.The rural landscape includes three indicators:natural landscape,ecological environment,and rural settlement;rural culture includes folk culture,farming culture,and traditional craftsmanship.The rural community includes two indicators of social relations and rural governance.(2)The rural tourism destination is the material space that carries the elements of rurality and the development of rural tourism.Based on the uniqueness of rural space,the analysis of Shitang Village tourism space from the four aspects of tourism resources,node space,landscape style and ecological environment,systematically grasp the characteristics of tourism space and rural environment,is the basis to reflect the rurality,and construct the spatial basis of rural image.(3)Understanding the image perception and activity preference of tourists in rural tourism areas plays an important role in refining rural factors and the healthy development of rural tourism.The perceptual factors of the imagery of rural residents in Shitang Village can be divided into three categories:rural landscape,rural culture,and rural society.These criteria are perfectly consistent with the rural measurement index system constructed in this study.Among them,rural landscape can be percepted most,the perception of rural culture is the least.(4)Residents have relatively strong perceived impressions and memories of important resources and nodes in the core areas of rural tourism destinationgs.Different types of residents have different perceptions of secondary natural resources,space and activity venues,and the rural image of Shitang Village,but there is a relatively consistent view of tourism development that they are optimistic and supportive.(5)Through research and analysis on the current situation of rural tourism development in Shitang Village of Nanjing,it is found that there are problems such as urbanization of landscape,cultural ebb and flow,and the weakening of the main body.It also proposes remodeling of landscape style,rejuvenation of rural culture,and community.The main participants took part in the development of rural tourism and implemented them.