A Study On The Development Of Rural Tourism In Ruian City,Zhejiang Province

Since the execution of reform and opening up in China,with the increasing household consumption level,constantly changing consumption concepts as well as the fast-paced and high-stress city life,people long to return to nature,enjoy the ecological idyllic scenery and folk customs,experience the simplicity and purity of nature.In the circumstances,rural tourism emerges and shows favorable momentum of development.At present,rural tourism is greatly beneficial to promoting the social and economic development in rural areas,saving resources and enhancing the environmentally-friendly and sustainable development.Therefore,Rui'an City is actively pushing forward the rural tourism.However,the rural tourism of Ru'an City is poorly developed due to inadequate supply of infrastructure,insufficient exploration of cultural factors,etc.Based on this,the author mainly researched the rural tourism situation of Rui'an City and concluded that there are great differences between domestic rural tourism and foreign rural tourism through analyzing the development of both domestic and foreign rural tourism.For example,the Republic of Korea,Japan and other countries in East Asia intervene in the development of rural tourism by virtue of government governance;France,Germany,etc.serve rural tourism voluntarily with the help of civilian force;America,Australia,etc.develop rural tourism under government decentralization and according to the local conditions.Domestically,there are four successful modes for rural tourism,which are "five golden followers" in Chengdu,"integration of socialist economic construction,socialist political construction,socialist cultural construction and socialist social construction" in Guizhou,"the most beautiful country in China" in Jiangxi and "seafood delicacy culture"in Zhejiang.The common characteristic of them is particular emphasis placed on the win-win cooperation among the government,enterprises and individuals.All these modes have provided importance reference to the development of the rural tourism in Rui'an City.By virtue of the SWOT method,this thesis carried out a systematic analysis of the advantages,disadvantages,opportunities and challenges of the rural tourism in Rui'an City and proposed the well-directed solutions to the development of the rural tourism in Rui'an City.Firstly,Rui'an should improve its ecological environment and make rational use of resources;Secondly,Rui'an should perfect the tourism system,innovate the development mode,develop high-quality rural tourism,diversify the tourism products,research and develop local products;Thirdly,Rui'an should establish and perfect a credible tourism mechanism,found a base for tourism demonstration,strengthen the social supervision and improve the self-discipline of the operators;Fourthly,Rui'an should highlight its cultural connotation,pay attention to its planning management and practically develop Rui'an into a famous rural tourism brand demonstrated by "delicious food,beautiful scenery,beautiful countries and harmonious rural relations".