Research On Rural Tourism Development In Jining City

With the development of market economy and the constant improvement of the sliving standard,people are pursuing high-quality life while increasing their income.As an important form of tourism development,rural tourism has the characteristics of popularization,multiple life experiences and the return of urban residents to the primitive and simple life in the countryside.It is a kind of tourism mode with rural scenery and activities as attractions,urban residents as the target market,and it is a way of travlling of tourists' leisure and recreation as well as returning to nature.It can not only satisfy the needs of city residents in cultivating their sentiments,relaxation,leisure and entertainment,but also promote the development of rural economy and culture.Starting from 2010,China has been continuously listed the issue of agriculture,countryside and farmers as "No.1 document" for six years,and the development of rural tourism is considered to be one of the effective ways to solve the problem of agriculture,countryside and farmers.Since the 18 th CPC National Congress,the central and local governments have issued many documents to support the development of rural tourism.It is of great significance to develop rural tourism.It is not only an important assignment to implement the strategic decision-making of the Party and the state,but also an active practice to participate in the construction of a new socialist countryside.It is an important way to lead the countryside by cities,and it is also the main force to promote tourism to become an important industry of the national economy.Therefore,the study of rural tourism development is an inevitable choice to promote regional economic growth,social progress and sustainable development.Scientific and objective analysis of urban rural tourism is the premise and guarantee to help cities formulate the development strategy of rural tourism.This paper takes Jining as the research area.On the basis of the relevant research on rural tourism at home and abroad,combined with relevant theories,and according to the reality of Jining,based on sustainable development theory,experience economy theory,industrial integration theory and community participation theory,it adopts literature research method,field investigation method,interdisciplinary research method and case analysis method to study the development of rural tourism in Jining.This paper evaluates and analyses theadvantages,development models,the problems and the reasons behind,and draws the main conclusions as follows:(1)Analysis the advantage of rural tourism in Jining.Economic development makes the income of residents increase continuously.In 2017,the GDP of the region reached 465.057 billion yuan,ranking sixth in Shandong Province,an increase of 7.1% over the previous year.Regional conditions continue to improve.98% of country roads have been hardened.The hardening mileage of rural roads is 22276 kilometers,8791 villages.The industry as a whole continues to develop steadily.As of 2017,tourism revenue reached 68.807 billion yuan,an increase of 14.64% over the previous year.The total number of tourists was 67.61 million,an increase of 10.24%.Tourism resources are abundant,11 counties and urban areas are almost full of scenic spots,villages and villages have scenic spots.Rural tourism has developed well,97 units and individuals have been selected as the national brand of rural tourism.There are various types of development;the government has issued various policies to support vigorously.In 2017,it has promulgated the Overall Tourism Development Plan of Jining City.It is proposed that in the next five years,it will establish 20 eco-cultural tourism villages and 5provincial animal husbandry tourism demonstration zones in Jining City.All these provide strong support for the development of rural tourism in Jining.(2)Analysis of the development model of rural tourism in Jining.This study found that rural tourism can be divided into four main modes:farmhouse entertainment,scenic spots,traditional ancient villages and towns,and melon and fruit harvesting gardens.Among them,Weishan Lake Village and Shangjiushan Village are analyzed,and their development status,development mode,existing problems and causes are briefly summarized to provide case support for the following.(3)This paper analyses the problems of rural tourism development in Jining and puts forward corresponding countermeasures.The following problems exist in the development process of rural tourism in terms of products,mechanisms,talents,ecological environment and policies:the product structure of rural tourism is single and the types are not rich enough;the product lacks cultural connotation and features are not prominent;the product homogeneity is serious and the competition is fierce;the financing channel of rural tourism is not smooth;the income distribution mechanism is not perfect;the quality of employees is low,services andmanagement are not enough.The low level of rationality,the inadequate introduction and training of talents,the neglect of ecological protection and the sustainable development of rural tourism,the destruction of rural original ecological culture,the insufficient understanding and guidance of government rural tourism,and the insufficient investment of government in rural tourism development.From the aspects of product,system,talent,ecological protection and policy,the following development suggestions are put forward:excavating cultural connotation,emphasizing the development of characteristic products;strengthening product marketing propaganda;building a diversified investment and financing system;perfecting the benefit distribution mechanism to safeguard farmers' interests;training and introducing rural tourism talents;strengthening the training and management of rural tourism talents;paying attention to protecting the ecological environment.To prevent and control environmental pollution;to protect the original ecological culture and avoid excessive commercialization;to establish a global tourism awareness and improve management level;the government should increase policy support.