Research On The Integrated Development Of Rural Tourism And Rural E-commerce In Wulong Distric

The 19 th National Congress of the Communist Party of China put forward the development strategy of rural revitalization,and the implementation of the strategy is the policy support to solve the problems of "agriculture,rural areas and farmers" and the inevitable choice to build a modern socialist country in an all-round way.The foundation of rural revitalization is industrial prosperity,and the way out of industrial prosperity is industrial integration.As a combination of agriculture and tourism,rural tourism has been developed at home and abroad,and has become a pillar industry to promote the growth of rural economy.With the development and popularization of the Internet,it has a huge impact on the development of rural economy and directly promotes the rise and development of rural e-commerce industry.With the advantaged advantage,our country,as a big agricultural country,soon rural electric commerce has become a new driving force to promote rural economic development.Rural tourism and rural e-commerce,as two major emerging industries to promote the development of rural economy,have great correlation with each other,and have similar development basis,development needs and development direction.If the two integrated development is bound to be able to play a multiplier effect with half the effort,will bring greater economic benefits.Wulong District,located in the southeast of Chongqing,is rich in karst caves,sinkholes,canyons,primitive deep forests and other geological wonders.In recent years,with the continuous development of tourism,it has gradually won the honorary titles of national Key scenic spots,World Natural Heritage,National geopark,National 5A tourist attraction and so on.However,the development of rural e-commerce and rural tourism in Wulong District largely depends on the rich local resources.They blindly follow the trend in the process of development and have no characteristics in the construction.Supported by industrial convergence theory and industrial coupling theory,with entropy weight method and coupling coordination degree method as research methods,based on the development status of rural tourism and rural e-commerce in Wulong District,this paper comprehensively estimated the comprehensive development level,coupling degree and coupling coordination degree of rural tourism and rural e-commerce in Wulong District.And based on the empirical analysis results of Wulong District rural tourism and rural e-commerce integrated development ideas were explored.This study first analyzed the basic situation of Wulong District and the development status and mode of the rural tourism and rural e-commerce industry in Wulong District,then established the evaluation index system of the comprehensive development level of rural tourism and the comprehensive development level of rural e-commerce,and used the entropy method to determine the index weight.The coupling model is used to make an empirical analysis of the coupling development level of rural tourism and rural e-commerce in Wulong District from 2016 to 2020,and then the goal,basis,effect and model of the integrated development of rural tourism and rural e-commerce in Wulong District are considered.The main conclusions are as follows:(1)Comprehensive development level.The comprehensive development level of rural tourism and rural e-commerce in Wulong District shows an obvious upward trend on the whole,and the rising range is large,and the development trend is good,which proves that the rural tourism and rural e-commerce industry in Wulong District has developed well in recent years,and has achieved certain results.(2)coupling degree.The coupling degree of rural tourism and rural e-commerce industry in Wulong District is relatively stable,showing a slow rising trend,increasing from 0.496516 in 2016 to 0.499999 in 2020,reaching a medium coupling level.(3)Coupling coordination degree.The coupling coordination degree of rural tourism and rural e-commerce industry in Wulong District increased year by year,from0.179870 in 2016 to 0.681962 in 2020.The serious imbalance reached the primary coordination,but the overall coordination level was not high,showing a trend of medium coupling and low coordination.(4)Combined with the current situation of the integrated development of rural tourism and rural e-commerce in Wulong District and the evaluation results of the integrated development level,the objective,basis,effect and model of the integrated development of rural tourism and rural e-commerce in Wulong District were studied,and scientific planning was proposed to highlight the characteristics.Improve infrastructure construction and strengthen supporting facilities and services;Strengthen the propaganda,expand the propaganda channel;Cultivate professional talents,perfect knowledge service;Countermeasures and suggestions for building regional brands.