The Perception And Protection Of Rural Nature By Different Stakeholders In Rural Tourism

In recent years,with the rise of the whole-region tourism concept and the implementation of the rural revitalization strategy,rural tourism has shown a trend of vigorous development and great vitality as a new mode of leisure and vacation.Rural tourism is not only the extension of tourism form in rural areas,but also an important engine to invigorate rural resources and realize rural revitalization.Rurality is the root and soul of rural tourism,the source of rural culture that overrides all economic interests and commercial operations,and the rural value that people living in the countryside cherish and try their best to protect.In the practical development and application,however,due to excessive strengthening economic function,some problems arise in the course of rural tourism,such as blind development,simple replication,infrastructure lag,cultural similarity and excessive urbanization,which neglect the core competitiveness of the countryside,resulting in the weakening of rurality.Taking Chanzhi Village,Shuiji Sub-district Office,Laixi as an example,this paper aims to explore the cognition and understanding of rurality of different interest subjects including government,local residents,tourists and tourism company from the tourism development road of Chanzhi Village,guide people to view rurality implied in rural tourism correctly,and restore the pursuit of simple life for human beings,thus deepening the exploration and practice in rurality protection.It is found in this paper that government,local residents,tourists and tourism company agree that rurality is mainly manifested in the following six aspects: agricultural land as the main way of land use,villages on a smaller scale,local residents taking a large part in villagers,typical rural landscape,traditional culture and custom,and centering on family,with interpersonal contacts.However,they differ in the attribution of tourism benefits,rural perception and rural sustainability.The government’s cognition of rurality mainly focuses on the top-level design and social benefits from a macro perspective,with a view to the long-term development of the village,and mainly on policies,directions,platforms and supporting facilities in terms of countermeasures.The tourists look on rurality mainly from their own experience,so their attitude and intuitive feeling account for a large part of their cognition.In terms of countermeasures,they should pay attention to improving their quality and environmental protection awareness,and give positive feedback to tourism experience.As the main body of developing rural tourism,local residents have a more localized understanding of rurality and a deeper feeling of cultural traditions by directly or indirectly participating in the process of rural tourism,providing tourism services or enjoying the results of tourism.The countermeasures are mainly to inheritexcellent culture and improve the awareness of participation.Driven by interest in the development of rural tourism,the tourism company pays more attention to the elements related to economic benefits.Therefore,it considers the role of market and integrate the elements of modernization in its understanding of rurality.In terms of countermeasures,the tourism company should improve the sense of social responsibility and establish a profit-sharing mechanism.