Study On The Development Of Rural Cultural Heritage Tourism In Zhangqiu District Of Jinan

Rural cultural heritage tourism is a very important part of tourism and an important way to promote rural development.It has played a great role in solving China's economic slowdown and expanding domestic demand,and can drive the process of urban-rural integration.In the past 40 years of reform and opening up,China's residents' income has been increasing,tourism has gradually become the necessary content of leisure and entertainment in China.At the same time,with the implementation of Rural Revitalization Strategy,Chinese governments at all levels pay more attention to cultural heritage tourism.Zhangqiu District,as one of the "Millennium ancient counties",has a large amount of historical and cultural accumulation and rich cultural heritage tourism resources in rural areas,but its promotion of cultural heritage tourism has been in a slow development stage.To explore and find the rural cultural heritage content of tourism in Zhangqiu district has become the internal driving force and the requirements of the times to promote the continuous development of tourism industry in Zhangqiu district.This paper is divided into five parts.Firstly,this paper introduces the research background,purpose and significance,summarizes the research status at home and abroad,introduces the research methods and technical route of this paper,and puts forward the innovation and shortcomings.Secondly,it introduces related concepts such as cultural tourism,rural cultural heritage tourism development and tourism location theory.Then,taking Zhangqiu District of Jinan City as the research object,this paper uses the methods of literature research,field survey and questionnaire survey to understand the rural cultural heritage tourism industry and cultural heritage tourism resources in Zhangqiu,and sums up its resources into three categories: intangible cultural heritage,material cultural heritage and other cultural heritage,and makes a brief introduction.Then,through the SWOT analysis of rural cultural heritage tourism in Zhangqiu District,it is found that the advantages of Zhangqiu lie in its superior geographical location,rich cultural heritage tourism resources and perfect tourism infrastructure,while its disadvantages lie in its unclear positioning,lagging behind in the development of tourism products and lack of tourism commodities;The rapid development of regional tourism,the government's attention,the strong demand,and the dual drive of talent introduction and economic development are the opportunities brought by the macro environment.How to better protect the resources and how to deal with the competitors in the industry are the external threats faced by Zhangqiu.Finally,based on the results of SWOT analysis,this paper believes that in order to further develop rural cultural heritage tourism,Zhangqiu district should scientifically locate the "core area" and "edge area" of ruralcultural heritage tourism in Zhangqiu District,develop characteristic rural cultural heritage tourism products,vigorously promote new media marketing,and steadily improve tourism market service.