Research On Rural Tourism Development From The Perspective Of Residents’ Perception

Rural tourism is an important carrier for China to implement rural revitalization strategy and realize agricultural and rural modernization.It has made great contributions in promoting agricultural infrastructure construction rural industrial development and increasing economic income for farmers.However while rural tourism has made great contributions to rural areas and produced positive effects with its continuous development it has also caused some negative effects to rural areas which has attracted more and more attention from the government and tourism companies and the academic circles have gradually paid attention to this issue.If these negative effects can’t be eliminated by taking effective measures in time they will affect the sustainable development of rural tourism.Therefore it is of great practical significance to study the residents’ perception attitude and perception state of local tourism development in rural tourist destinations and to provide decision-making reference for rural tourism development from the perspective of residents’ perception.Rural touris In order to explore the residents’ perception of tourism in rural tourist destinations this paper takes the original residents of Jingtang Ancient Village in Qingzhou City as the main research object and on the basis of consulting relevant literature on rural tourism and residents’ perception according to relevant research at home and abroad through questionnaires and field visits etc.it is found that There are some cultural social and environmental problems in the development of rural tourism in Jingtang ancient village such as the impact of tourism development on the inheritance and protection of rural culture the unsatisfactory income from tourism development and the destruction of ecological environment caused by traffic congestion around the ancient village.By using the theory of social exchange stakeholder theory and cognitive-emotional-behavioral theory the author found that the reasons for the above problems in Jingtang ancient village are as follows:(1)tourism development did not give prominence to the awareness of protection first;Tourism provides few opportunities for employment and entrepreneurship with low returns and the living cost of residents increases;Public services are not in place tourists and residents lack environmental awareness etc.Accordingly the author puts forward the following countermeasures: First establish and improve the residents’ perception and expression mechanism so that the government and tourism enterprises can understand the villagers’ cognitive and emotional attitudes towards tourism development;Second tourism development should pay attention to the inheritance and protection of rural culture;Third improve residents’ ability to benefit from tourism;Fourthly improve the public service level of rural tourism.Hope to provide ideas for the follow-up development of rural tourism in Jingtang Ancient Village.