Research On The Transformation And Upgrading Of Rural Tourism In Jizhou District Under The Background Of Supply-side Structural Reform

Since the 18 th National Congress of the Communist Party of China,developing rural tourism has been mentioned in the Central Document No.1 for many years.Rural tourism has played an important role in the following aspects,such as promoting the beautiful countryside construction,optimizing rural economic structure,narrowing the gap between urban and rural areas and precision poverty alleviation.Rural tourism is an important engine to promote to solve three rural issues and implement the rural revitalization strategy.In addition,it is one of the important components of global tourism.However,the development of rural tourism in China still stays at the initial stage at present.And there are also many problems in the development process.Rural tourism development is a lack of unified planning.Rural tourism management is not well.Rural tourism product is homogeneous.Rural tourism service quality is poor.Public basic service is not strong.Due to the above reasons,it causes the mismatch between supply and demand and shortage of effective supply in the rural tourism industry.Rural tourism urgently needs transformation and upgrading.The supply-side structural reform is the best way to promote the transformation and upgrading of rural tourism.It can optimize the allocation of production factors,adjust the industrial supply structure,improve the quality of product supply,and increase effective supply to meet the needs of market and social development.In September 2019,Jizhou District was awarded the first batch of national global tourism demonstration zones by the Ministry of Culture and Tourism.It is the only selected unit in Tianjin.Rural tourism is one of important components.It is representative and typical.Therefore,this study selects rural tourism of Jizhou District as the research object.This article consists of the following seven parts.The first part is the foreword,which includes the research background,research significance,research content,research method and research framework.The second part is the literature review.This part sorts out and comments on the research literature which is related to rural tourism.The third part is the definition of relevant concepts and the theoretical basis.It briefly introduces the concept and connotation of supply-side structural reform,rural tourism,industrial transformation and upgrading.And this part elaborates the basic theory of new supply-side economics theory,industrial structure optimization theory,industry convergence theory.The above research provides a theoretical basis for the later research.The fourth part is the analysis of the status situation of rural tourism on supply side development in Jizhou District of Tianjin.Firstly,this part introduces the development overview of rural tourism in Jizhou District.Then,the author analyzes the development status of rural tourism on supply side from theperspective of industrial structure,product supply and production factors in Jizhou District.The fifth part is the empirical study on the transformation and upgrading of rural tourism in Jizhou District of Tianjin.The author will deeply study the main problems that affect the transformation and upgrading of rural tourism in Jizhou District through field survey,questionnaires and semi-structured interviews.And then,the main problems on the supply-side of rural tourism transformation and upgrading are put forward in Jizhou District.The sixth part proposes the strategy and the path on the transformation and upgrading of rural tourism in Jizhou District.The last part is the main research conclusions and prospects.The article shows that the rural tourism development has many excellent conditions through the situation analysis and empirical research on the rural tourism in Jizhou District of Tianjin.There are good natural conditions,historical human resources,broad market,good development foundation and so on.However,the contradiction between supply and demand in rural tourism is more prominent.Guided by new supply economics theory,industrial structure optimization theory and industry convergence theory,this study focuses on the major problems of rural tourism in industrial structure,product supply and production factors.Then,the following solutions and paths are proposed in a targeted manner.First of all,changing management philosophy and innovating business model are important for rural tourism development.Secondly,improving the talent system is to make up for the talent shortage.And then,obtaining funds through multiple channels is to optimize the capital structure.In addition,by tapping local culture promote product system upgrading.Finally,implementing the “Rural Tourism +” development strategy is to promote industrial integration.These will promote the transformation and development of rural tourism in Jizhou District.