Research On The Development Of Rural Tourism In Macheng Based On The Perspective Of Industrial Integration

With the continuous improvement of people's living standard,people's demand for tourism is also increasing.More and more people choose to go to the countryside to relax and experience life.The development of rural tourism is also in full swing,blossoming everywhere.However,with the development of rural tourism,many problems,such as the loss of traditional rural culture,ecological environment destruction,rural tourism brand is difficult to establish,management chaos,and so on,are gradually emerging.The level of tourists' demand for tourism consumption is also constantly improving.Therefore,it is necessary for us to re-examine and understand rural tourism and find a way to revive and upgrade rural tourism and rural culture,ecology and industry.With the gradual maturity of rural development conditions,various industries in rural areas have entered the development stage of prolific integration,and rural tourism has ushered in a critical period of transformation and upgrading.With the five development concepts of“innovation,green,coordination,openness and sharing",the pace of rural tourism industry integration has further accelerated.We must grasp the great historical opportunity of rural revitalization and realize the major transformation of the country from beautiful life to industrial prosperity.From the perspective of industrial integration,this paper is divided into three parts:The first part first analyzes the background of rural tourism industry integration,and defines the related concepts of rural tourism and industrial integration.Based on the theory of industrial linkage,industrial chain and value chain theory,industrial cluster theory,and sustainable development theory.This paper analyzes the motivation of rural tourism industry integration from the aspects of supply and demand,and discusses the value of industrial integration from seven aspects:resources,function,market,talent,capital,culture and brand.At the same time,it summarizes that the integration of rural tourism industry mainly includes five forms:integration with cultural industry,integration with sports industry,integration with education industry,integration with recreation industry and integration with handicraft industry.The three rural tourism industry integration methods of cross-type,complementary driving and reorganization are summarized.The second part introduces Macheng as a case study to analyze the integration of rural tourism industry.Through the description of the development of rural tourism in Macheng,combined with field research and questionnaires,the paper analyzes the status of rural tourism market in Macheng and the development model of major industries.Then,using the grey correlation analysis method to judge the integration situation of rural tourism industry in the case,and point out the development dilemma under the background of rural tourism industry integration in Macheng.The third part,based on the theoretical analysis of the first part and the empirical research of the second part,finally proposes systematically summarizing and summarizing the three path suggestions for promoting the integration and development of rural tourism industry in Macheng from the perspective of industrial integration,namely:central development;interaction Development;long-term development;the three development paths work together,step by step,and jointly promote the development of rural tourism.