Study On The Evaluation And Promotion Strategy Of The Endogenous Development Of Rural Tourism

Under the background of implementing the strategy of "Rural Revitalization",the rural tourism industry has become a good starting point to achieve the goal of getting rid of poverty,expanding the employment channels of farmers and alleviating the outflow of rural labor force because of its wide-ranging related driving role and the ability to make blood for the poor areas.Based on the summary of relevant literature,combined with the practical experience and expert opinions of rural tourism development in China,the paper establishes the structural equation index system of rural tourism endogenous development,which is composed of five basic dimensions latent variables of rural tourism endogenous development,tourism development,ecological environment.community relations,cultural construction and twenty-three observation variables corresponding to latent variables.On this basis,a questionnaire of endogenous development of rural tourism is formulated,and a structural relationship model of endogenous development of rural tourism is constructed.SPSS and Amos were used to make empirical analysis and hypothesis test on the research data.The conclusion is as follows:the structural equation model can measure the causality intensity among the multiple and complex variables in the process of endogenous development of rural tourism,so as to reveal the key problems and major contradictions in the process of endogenous development of rural tourism;according to the empirical analysis results,tourism development factors have the greatest impact on the endogenous development of rural tourism;community relationship factors have the greatest impact on rural tourism The influence of cultural construction on the endogenous development of rural tourism is the least;the influence of ecological environment on the endogenous development of rural tourism is not significant;there is a significant positive correlation between all observation variables and their corresponding latent variables,indicating that the selected observation variables have a good effect on the interpretation of latent variables.By further comparing the coefficient values of the relation paths,we can also find the influence mechanism of the observation variables on the corresponding latent variables.According to the conclusion of the empirical analysis,from the perspective of the endogenous development model of rural tourism,this paper puts forward the strategies to promote the endogenous development of rural tourism related to tourism development,ecological environment,community relations and cultural construction:to create a boutique brand,to play the role of tourism industry;to clarify the responsibility of environmental protection,to establish the compensation mechanism of ecological environment;to protect the villagers' discourse right,to build and Harmonious tourism community relationship;stimulate the villagers'self-consciousness and strengthen their sense of belonging.