A Study On The Impact Of Tourism Destination Culture On The Development Of Rural Homestay Industry Based On A Local Perspective

As China enters the era of cultural tourism integration,the influence of tourism destination culture on the development of rural homestay industry is increasing day by day.The rural homestay industry is an upgrade pattern for the development of the rural tourism industry,due to the acceleration of the globalization process and the continuous influx of foreign culture,the development of it is facing great challenges.Especially,the problems such as vulgar management,homogeneous management and local elimination are becoming more and more prevalent in rural homestay industry,which is not conducive to its sustainable and healthy development.This study selects Ping'an Village as a case location,combining qualitative and quantitative analysis,and exploring issues related to the impact of the case location's culture on the development of the rural homestay accommodation from a locality perspective.This study is conducive to supplementing the locality research content of rural homestay industry and helping to coordinate the development between culture and rural homestay industry.Firstly,according to the relevant literature and theory,this study constructs a logical framework for the influence of tourism destination culture on the development of rural homestay accommodation.Secondly,by means of observation and interview,this paper investigates the development of the culture of the case location and the rural homestay accommodation,analyzes the local shaping of rural homestay accommodation of operators.Meanwhile,it analyzes consumers' locality perceptions of the rural homestay accommodation by questionnaires.Then,the study explores the key factors and influence degree of the case location's culture on the development of the rural homestay accommodation,improves the locality framework of the influence,and summarizes the problems existing in the development.Finally,on this basis,the practical ways are proposed to promote the sustainable development of the rural homestay industry in the tourism destinations.This study mainly draws the following conclusions:(1)The localization of rural homestay accommodation is led by the operators.(1)The operators are increasingly paying attention to the locality molding of the online cultural space of rural homestay accommodation.(2)The local terraced landscape culture,hanging foot building architecture,food culture,and folk characteristics have an important impact on the development of rural homestay industry.(3)The local cultural identity,perceptions of tourists 'cultural preferences,and differences in economic capital by operators have affected the development conditions of rural homestay accommodation.(2)The locality perceptions of rural homestay accommodation are led by the consumers.(1)The consumers' locality perceptions of rural homestay accommodation include six dimensions: Local landscape and architectural culture,local food culture,local clothing and art culture,local folk culture,local spirit and institutional culture,and emotion-conation.(2)The local landscape and architectural culture,the formation of emotion-conation,and the local food culture have an important impact on the development of rural homestay industry.(3)The order of the intensity of the six levels of the consumers' locality perceptions of rural homestay accommodation is: Local landscape and architectural culture> emotion-conation= local food culture= local spirit and institutional culture> local clothing and art culture> local folk culture.(4)The result shows that the education level and occupation type of consumers have great influence on the local perception of rural homestay accommodation.(3)The essence of the impact of tourist destination culture on the development of rural homestay accommodation from the locality perspective can be summarized as the process of locality molding and experiencing of rural homestay accommodation led by operators and consumers with the cultural production practices of the tourist destination.(4)Based on the conclusions of the study,it's time for rural homestay accommodation's operators and the local government to accelerate relevant measures from four aspects-the cultural guidance,the cultural creation,the cultural marketing and the cultural security,in order to handle the difficulties properly like the supply of the local culture and play the better positive role of tourist destination culture on the development of rural homestay industry.