| China’s rural tourism started in the 1980 s,driven by policies and market demand-oriented,in recent years,it’s development has been in full swing.Zhengzhou Cherry Valley started to hold the Cherry Festival in 1999.It is the first scenic spot in Zhengzhou to start the Cherry Festival.It is also the only AAAA-level scenic spot in Zhengzhou that integrates landscape and community.At present,the rural tourism of Zhengzhou Cherry Valley is developing well and has achieved certain results,but there are still many problems that restrict its sustainable development.This article combines the literature research method,based on field research,from different perspectives to study the basic situation,development process,development model and development effect of Zhengzhou Cherry Valley rural tourism,and Then combined with SWOT analysis method,explore the countermeasures applicable to the development of Zhengzhou Cherry Valley rural tourism.The cherry valley in Zhengzhou has a unique gully terrain,which is more suitable for planting cherry trees.The cherry planting area is large and the cluster effect is obvious,which has laid the foundation for the development of local rural tourism.At present,the tourism revenue of Cherry Valley in 2019 has more than tripled compared to 2014.The tourist reception in 2019 is about 1.99 times that of 2014.The overall scenic area presents a benign and steady development.The development of rural tourism has promoted the local farmers ’income and improve the local human’s settlement environment and has also optimized the local industrial structure.Through SWOT analysis,it is found that Zhengzhou Cherry Valley has the internal advantages of convenient transportation,sufficient tourist source market and rich tourism resources,it also has the external development opportunities,such as the promulgation of many policies to promote the development of rural tourism and the increase of residents ’disposable income,the orientation of people’s tourism demand,the development of Cherry Valley Rural Tourism is still promising.However,there are still a series of internal problems in the development of Rural Tourism in Cherry Valley,Zhengzhou,such as imperfect tourism infrastructure,insufficient brand building,chaotic management,inadequate community participation mechanism,obvious seasonality and lack of professionals.In addition to its own internal problems,Cherry Valley is also facing a fierce external competition environment and the the shielding effect of the Jian Yecanteen in the same circle of the recreational belt around the city.Although there are many problems in the development of rural tourism in Cherry Valley of Zhengzhou,and it is facing the dilemma of development,these unfavorable conditions can be overcome by scientific development strategies.Based on the survey of the development of rural tourism in Zhengzhou Cherry Valley,combined with the analysis of the strength,weakness,opportunities and threats of the rural tourism development in Cherry Valley,this article finally put forward the following development countermeasures:implant cherry ritual culture,industrial integration,and optimize industrial development;integrate the different resources of the recreational belt around the city,and cooperate with Jianye to retain tourists;Create a participation model for all residents,develop a collective economy;shape the brand image of the scenic spot,strengthen promotion;improve it’s infrastructure Construction,promote the service level;establish a talent training system,build a top level talent team;optimize the management system,improve it’s service level. |
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