Study On The Driving Mechanism And Influencing Factors Of Cultural Creative Rural Tourism Development

Rural tourism development can speed up rural reform and promote rural development in the new era.Cultural creative rural tourism development can not only help the implementation of rural revitalization,but also play a positive role in the preservation and inheritance of rural culture.Based on the driving mechanism of rural tourism development,this paper uses qualitative research and quantitative analysis,and uses analytic hierarchy process(AHP)to study the driving mechanism and influencing factors of cultural creative rural tourism development in order to construct the corresponding evaluation system.Help tourism developers to better understand the cultural creative rural tourism development model,and provide some reference and guidance.Based on the "four-force-driven" basic theory of tourism development,this paper uses the theory of tourism location,the theory of tourism behavior,the theory of tourism sustainable development,the theory of systematic theory,and so on,using the method of expert evaluation,questionnaire survey,and so on.The comprehensive evaluation model and analytichierarchy process were established to construct the driving mechanism of cultural creative rural tourism development and the evaluation system of influencing factors.The driving mechanism is divided into demand-driven,resource-driven,economic-driven,investment-driven and regional development-driven.After quantitative analysis of the impact factors of each driving index,the evaluation weights are obtained and ranked.Take Yu Village in Deqing County as an example.After questionnaire investigation,field investigation and related expert opinion data,this paper analyzes Yu village's tourism development by using analytic hierarchy process,compares the weight scores of influencing factors,and validates the model of driving and impact factors of cultural creation rural tourism development.Draw the following conclusions:1.The five evaluation indexes of demand-driven,resource-driven,economic-driven,investment-driven and regional-driven for cultural creative rural tourism development are determined,and the demand-driven urban pollution,rural development and urban residents' will are established.Rural residents' will,resource-driven natural and human conditions,economic-driven disposable income and disposable time,investment-driven capital costs and recovery cycles,Regional development-driven government support and resource cluster a total of 12 impact factors.2.This paper constructs the driving mechanism and impact factormodel of cultural creative rural tourism development,and determines the weights of 5 evaluation indexes and 12 impact factors.3.In the model of driving mechanism and impact factors of cultural innovation tourism development,the first three indexes are resource-driven,demand-driven(0.2952)and investment-driven(0.1145),and the lowest driving weight of regional development is(0.0375).It shows that resource-driven is relatively dominant in the development of cultural innovation-oriented tourism.Among them,the human condition factor(0.3651)and the cost of investment capital(0.0954)are the most important factor in resource-driven urban residents' demand(0.1514)and investment capital cost(0.0954).4.In the empirical study of Yu Village,the score of humanistic condition is the first,which has an important influence on the development of cultural and creative rural tourism.Rich and high-quality rural humanistic resources can give birth to rural cultural creation industry and promote the establishment of brand.It is found that the ranking of disposable income scores is significantly lower than that of weight reordering.Because the per capita GDP of the Yangtze River Delta region is close to that of developed countries,the sensitivity of residents to tourism costs is relatively low.It is inferred that the actual weight ratio of disposable income will be reducedwhen developing cultural and creative rural tourism resources in developed areas,and tourism developers can reduce the consideration of disposable income factor at the discretion of tourism developers.At the same time,the ranking of rural development and government support is higher than the order of weight,which is consistent with the strategy of promoting the reform of agriculture,countryside and farmers and carrying out the strategy of rural revitalization.Therefore,the developers of cultural and creative rural tourism projects need to pay more attention to rural development and local government support policies.