The Study On Business Model Of Ping Tong's Rural Tourism From The Perspective Of Industry Integration

With the fast pace of urbanization,people's consumption demand of tourism has become diversified,There many urban residents desire to experience the fun from rural tourism in leisure time.As a new growing point of farmers' income,rural tourism has fully utilized the local industrial advantages and brought good economic and social benefits to rural areas.In recent years,rural tourism in Pingtong town has attracted a large number of tourists to come for sightseeing and tourism relying on blossom viewing.Rural tourism brought unprecedented economic benefits.Various form of rural tourism operators such as farmhouses,B&B,country hotels,health center,and hotel of qiang nationality have emerged.However,the development of rural tourism in Pingtong town's is stilling in infancy because of its late start.Immature business model restricts the development of rural tourism.So how to make rural tourism stable and sustainable is a proposition worth studying.This thesis introduced the regional environment of rural tourism in Pingtong town,analyzed the basic conditions such as resource conditions,economic and industrial conditions,policy guidance conditions and market support of rural tourism,summarized the main forms and influences of rural tourism industry integration,and summarized the main achievements of rural tourism.Through investigation to learn the distribution and main business of individual rural tourism operators and enterprises.The study found that there were many advantages in Pingtong town such as superior geographical location,good industrial conditions of plum industry and other industry,unsophisticated folkways,they became the special value proposition of Pingtong town's rural tourism.There were also some problems in the rural tourism,such as single tourism products,obvious off-peak and peak seasons,and insufficient economic benefits.These problems finally caused the rural tourism business model became unreasonable.However the unreasonable business model also causes the poor integration of rural tourism industry.In this regard,the author analyzed the rural tourism in Pingtong town from the four pillars and nine elements of the business model,and drew the representative rural tourism in Pingtong town based on the commercial canvas model.Finally,the author put forward the optimization path of rural tourism: adhering to the tourist personality as the guide,integrating local industrial elements,and launching the rural tourism with different characteristics in four seasons;enriching functions of rural tourism to realize diversification.