Study On The Development Strategy Of Rural Tourism Products In Meishan Town Based On ASEB Grid Analysis

As an important force and new growth point of rural economic development,rural tourism has become an important means of rural revitalization.Developing rural tourism helps to promote the integrated development of primary,secondary and tertiary industries,improve farmers' ability to generate income,transfer the surplus rural labor and expedite the sustainable development of rural economy.Based on the phenomenon of rural tourism development of Meishan Town and combined with its rich natural and cultural tourism resources,this paper brings forth the development strategies of rural tourism product development of this town.The content of this paper is mainly divided into seven parts.The first part is the introduction and literature statement.By consulting and sorting out the literature,the related concepts of rural tourism product development of the domestic and foreign are briefly stated.The second part is the analysis.Combined with the literature statement,the relevant concepts of rural tourism product development is analyzed and the theoretic basis is briefly stated.The third part is the foundation and analysis of rural tourism product development of Meishan countryside,including the nature,social economy,transportation.After evaluating the existing tourism resources,it is concluded that it has great basic condition,advantageous tourism resources,good tourism product development potential.The forth part is based on visitor experience.through on-the-spot visit and surveys,sample studies were conducted on the development of rural tourism products in Meishan based on the survey and data of tourists' experience perception,from which we analyzed the basic elements of ASEB analysis and established the 16 dimensional ASEB grid analysis matrix of the advantages,disadvantages,opportunities and threats in the four aspects of activities,environment,experience and interests in Meishan rural tourism product experience activities.The conclusion of ASEB grid analysis is drawn.In the fifth part,based on the ASEB grid analysis of Meishan rural tourism product development,we analyze the current problems and lay a foundation forthe subsequent strategy.In the sixth part,based on the framework of ASEB grid analysis matrix of Meishan rural tourism product development,starting from the thinking and positioning of Meishan rural tourism product development,under the spatial tourism layout of "one center,two cores and three areas",the paper puts forward four aspects of rural tourism product development strategy.Including the effective integration of tourism resources,the construction of tourism product development pedigree;the improvement of tourism infrastructure construction,the enhancement of reception service capacity;the expansion of business marketing channels,the promotion of the normal development of tourism products;adhere to the sustainable development,protect the ecological environment.The last part is the conclusion of this paper,which summarizes the research,points out the shortcomings and limitations of the research,and prospects the next research work.Based on the research conclusion of this paper,the future Meishan Town should be established in the rural tourism development layout of "one center,two cores and three areas".Taking advantage of the location,natural resources and cultural history,the tourism resources of the mountain,water,land,township should be specially designed.At the same time,in the development of rural tourism products,we should take landscape culture and folk customs as the theme,and focus on the in-depth exploration of themed rural tourism products,so as to promote the regular and sustainable development of rural tourism in Meishan Town.