Research On Rural Tourism Product Innovation

Along with the development of the society continuously,the residents living standard continuously improve,people’s pursuit of spiritual life had higher,the demand for tourism,and other leisure products also more and more,along with our country executes work five days a week,rest two days of work system,when rest day comes,generally can not travel to distant place to relax,then near the city of rural tourism scenic area,has become the urban residents in the rest days to choose the destination of choice for leisure,for the rural tourism has brought great opportunities for development.National attention on rural tourism also more and more high,in 2005,of the fifth plenary session of the 16th of the CPC central committee put forward to develop the rural tourism is one of the ways to effectively solve the "three rural problems".In recent years,the role of tourism in rural poverty alleviation gradually revealed,and the central has put forward rural tourism poverty alleviation work is one of the important work of poverty alleviation and development 10.However,rural tourism in our country is faced with the traditional model of rural tourism are more and more tourists can’t keep up with the quality of tourism products of individuation requirements,refers to the rural tourism products,we first think of is "organic"model of rural tourism products,a line of people at the weekend to the farmhouse to eat farmhouse meal,barbecue,play CARDS,more like to open the restaurant in the country.The single rural tourism product of rural tourism mode is also the earliest rural tourism product.After nearly 30 years of development,China now has a lot of kinds of rural tourism products.In the past,"farmhouse" as the main rural tourism products are relatively single,lack of personality.Nowadays,when developing rural tourism products,many areas begin to pay attention to the development of individuality to attract more tourists.However,the innovation of rural tourism products still has a large degree of "bad development" problems,such as imitation of product development,lack of innovation,domestic imitation of foreign countries,after the development of the region to imitate the new development.Therefore,the rural tourism industry is in urgent need of transformation and upgrading to develop innovative rural tourism products of various types and characteristics that can meet the consumer needs of rural tourists.First through the relevant literature on rural tourism,after a lot of reading and analysis found that most researchers are mostly in the study of how to define the concept of rural tourism,rural tourism has what type,rural tourism development is how to drive the local economic development,what are the characteristics of rural tourism productsr rural tourism which contains patterns,and theory of rural tourism product innovation is not too much research on the index system of rural tourism product innovation dimension definition has not been reported.Existing research on rural tourism product innovation most focused on the case analysis,this paper tries to relevant theories of the rural tourism products to further improve and analysis,from the government,enterprises,tourists,local residents angles,the systematic analysis of the current situation of the development of rural tourism products in China and look for the breakthrough point to solve the problem of development predicament.Based on this problem,this research adopts qualitative research in the research method of grounded theory,through on-the-spot investigation to the current situation of the development of rural tourism to a destination,and in-depth interviews with the related employees are more in-depth understanding of the factors associated with the rural tourism product innovation,to research the root of the coding analysis as the main means of rural tourism product innovation dimensions are preliminarily indicators.After that,the weight of the index of rural tourism product innovation dimension was determined through the expert interview method,and the score result after the pairwise comparison of importance was obtained.Software to calculate again using the analytic hierarchy process(ahp),the grading results input software,determine the weight of each index factor as well as the consistency of the indicators,the final formation of the rural tourism product innovation dimension index system framework,based on the qualitative research as the main research conclusions,combined with the quantitative research method is verified again,to ensure the objectivity of the index system.In conclusion,through field investigation and deep interview,this study takes root method,expert interview method and analytic hierarchy process(ahp),the tentative construction of the rural tourism product innovation is obtained dimension index system framework,and gives the rural tourism product innovation of the index of dimension analysis,the study of rural tourism product innovation in theory is added,and it is concluded that the rural tourism product innovation should first consideration when rural character and product culture,followed by the product development,on the development to pay attention to the protection of rural ecological landscape,the product can be participatory and product development are equally important,Supporting facilities and stakeholders are less important.Therefore,this study can play a role in promoting the innovation and development of rural tourism products,and provide reference Suggestions for enterprises and governments in the development,innovation and design of rural tourism products.