| Under the superposition of multiple macro backgrounds such as the rural revitalization strategy and the strategy of creating a new development pattern,rural tourism,as an important means to promote rural sustainable development and an important focus to expand domestic demand,occupies an important position in the process of agricultural and rural modernization.China’s tourism industry has entered a high-quality development stage.Rural tourism is an important product to adapt to the upgrading of consumption and meet the people’s growing needs for a better life.The coronavirus epidemic has changed people’s lifestyle and decision-making behavior,and also profoundly affected the social structure and tourism development pattern.People’s expectation for a better life is getting stronger and stronger.In the post epidemic era,rural tourism is more in line with the expectations of tourists and will usher in a major development opportunity.At present,rural tourism in Chongqing is in a critical period of upgrading and facing multiple opportunities.Exploring the supply and demand characteristics of rural tourism in Chongqing from a spatial perspective will contribute to the high-quality development of rural tourism in Chongqing.Focusing on the core issue of "how to optimize the supply and demand pattern of rural tourism in Chongqing from a spatial perspective",using statistical analysis method and exploratory spatial data analysis(ESDA)and other methods,taking the star farmhouse and the population of Chongqing’s township-level tourism sources as the representation of the supply and demand elements of rural tourism in Chongqing,analyze their spatial characteristics,and then based on spatial interaction,Gauss two-step mobile search model is used to quantify the connection strength between supply and demand of rural tourism in Chongqing,and analyze the spatial distribution characteristics.The main conclusions are as follows:(1)The spatial distribution of star farmhouses in Chongqing is uneven,and the spatial distribution type is cohesion type and has significant spatial agglomeration autocorrelation.As a whole,it presents the spatial distribution characteristics of "multi center",and the central urban area and the new area of the main city form a dense belt;there are high-density core points in southeast and northeast Chongqing.The distribution density of high-star farmhouse is generally "high in the northwest and low in the southeast".The central urban area and the new area of the main city form a "Y-shaped" aggregation,Chengkou county forms a dense belt of high-star farmhouse,and a small amount of high-star farmhouse is scattered in other districts and counties.The overall hot spots are hot in the southeast and northeast of Chongqing and cold in the new area of the main city.(2)The population density in Chongqing varies significantly.The population center of gravity deviates from the geometric center of gravity,and the population distribution is in a highly uneven state,and there are obvious major concentrations of population.The population density of some towns and streets in the central urban area and the main urban new area is high,the middle part is gradually transitional,and the population density of northeast and southeast Chongqing is low.The population hot spots of town and street tourist sources in Chongqing are concentrated in the central urban area of Chongqing,and the population density of town and street tourist sources presents strong agglomeration distribution characteristics and spatial positive correlation.(3)There is obvious spatial autocorrelation between the supply and demand of rural tourism in Chongqing under different time impedance,showing a spatial aggregation trend.With the increase of time impedance,the scope of spatial scope also expands.The spatial pattern of rural tourism supply and demand in Chongqing has changed significantly.Under the action of opportunity accumulation,more rural tourism supply can radiate to more potential tourists;however,under the effect of spatial competition,the tourism supply-demand ratio gradually decreases due to the influence of distance attenuation,resulting in the decline of the connection strength between supply and demand of rural tourism,the narrowing of the gap between the connection strength between tourist sources,and the weakening of spatial differentiation.(4)There are significant regional differences in the supply and demand of rural tourism in Chongqing,which has not been coordinated in space.The spatial pattern of supply and demand of rural tourism shows obvious positive direction of resources and inverse direction of population,with high intensity of supply-demand linkage in areas densely populated with high-starred farmhouses and low intensity of supply-demand linkage in densely populated areas;however,most tourist source intensive areas lack high-star farmhouse,and high-star farmhouse cannot be closely connected with the tourism market due to traffic reasons.There is a mismatch between supply and demand of rural tourism.Traffic conditions,the supply capacity of star farmhouses,population size and other factors have a great impact on the spatial pattern of tourism supply and demand.Based on the above research results and the actual situation of Chongqing,in order to effectively deal with the imbalance between supply and demand of rural tourism in Chongqing and promote the high-quality development of rural tourism in Chongqing,the following suggestions are put forward for the optimization of rural tourism supply and demand space from the three aspects of supply effectiveness,demand improvement and supply-demand connection intensity:(1)Improve the cultivation and management level of government expand the total supply.The supply level is the key content of the supply and demand optimization strategy.We should comprehensively strengthen the cultivation of star farmhouse,carry out application guidance,support and actively guide policies,create a good development environment,expand the total supply of star farmhouse entertainment and improve the supply level of rural tourism.(2)Strive to optimize the spatial structure and strengthen the layout of key areas.Combined with the current spatial mismatch,do a good job of special planning.Take planning as a leader to do a good job of further optimization of the spatial layout of Chongqing star farmhouse,focusing on strengthening the central city,the new main city star farmhouse construction,differentiation to create district and county characteristics star farmhouse clusters.(3)Improve the efficiency of industry governance and supply quality.Promote the construction of industry autonomous associations,improve the level of daily governance,actively introduce intellectual empowerment,pay attention to the important impact of high-star farmhouse on the strength of supply and demand,do a good job in project training,innovate business models and subjects,and strive to promote the establishment of high-star farmhouse.(4)Strengthen policy drive and release the demand potential of rural leisure tourism.Take multiple measures simultaneously to improve residents’ leisure consumption level and rural tourism consumption environment.Through the implementation of the 2.5-day vacation system,increase residents’ leisure time,expand consumer benefits,issue rural tourism consumption vouchers and consumption incentives,promote the awareness of residents’ leisure consumption ability,and promote the improvement of the rural tourism consumption environment led by the whole area tourism.(5)Coordinate the construction of transportation facilities and open up the "last kilometer" of rural tourism.Pay attention to the impact of transportation on the connection between supply and demand of rural tourism,optimize rural tourism channels,do a good job in the construction of "multi center" transportation radiation network of star farmhouse in Chongqing,improve the diversification and convenience of transportation modes,meet the travel needs of different regions and groups,and meet the needs of rural tourism development.(6)Improve the level of publicity and marketing and strengthen the connection between supply and demand.Focus on solving the mismatch between supply and demand of rural tourism in Chongqing by means of information technology,optimize and improve the publicity and marketing work,gather the joint force of content supply,jointly promote the cultivation of rural tourism market,connect the publicity and marketing channels,pay attention to the marketing role of large-scale activities,travel agencies and the Internet,fully tap the supply capacity of star farmhouse and the needs of tourists,and strive to do a good job in innovative marketing. |
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