Research On Endogenous Development Of Rural Tourism In Heping Ancient Town In Fujian

“The strategy of rural revitalization" is mentioned in The Central Document this year,and it opened a new page for rural tourism in China.But in the existing cultural background and political environment,the development of rural tourism relies mostly on external forces,which could give rise to such problems as loss of interest,environmental degradation and contradiction.It is difficult to maximize profit only by local people.Under this background,I have studied the development mode of rural tourism at home and abroad,and analyzed correlation among the endogenous development,resource environment,stakeholders and market operations.A model based on the relevant development strategy and method mechanism was built.The basic idea of endogenous development of rural tourism is thereby obtained.I think that localized endogenous development model is regarded as an effective means to the sustainable development of rural tourism,and it is also an important indicator to rural economy vitality.For this research,I selected Heping ancient town case in Fujian Province to analyze the effect of endogenous development model.I found the advantages and disadvantages of the endogenous development model.I will supply some improvement measures for rural tourism Endogenous development at Heping town.