Evaluation And Promotion Strategy Of Rural Tourism Competitiveness In Luoning County From A Comparative Perspective

With the rise of rural tourism,the competition of county rural tourism is becoming increasingly fierce.How to improve the competitiveness of rural tourism destinations has become an important research topic.By combing relevant literature,it is found that domestic and foreign scholars have abundant researches on the tourism competitiveness,but few researches on the evaluation of county rural tourism competitiveness,even less on the rural tourism of Luoning County.Based on this,this paper attempts to build the evaluation model of rural tourism competitiveness on the basis of previous studies and combined with the actual situation of Luoning County,so as to enrich the theories related to evaluation of rural tourism competitiveness.At the same time,it makes a comparative analysis of the development of rural tourism competitiveness in Luoning County,finds problems and puts forward countermeasures to provide reference for the development of rural tourism in Luoning County.This paper takes the rural tourism competitiveness of Luoning County as the research object.From the perspective of comparison,guided by competitive advantage theory,comparative advantage theory and tourism destination life cycle theory,it uses comparative analysis method,literature survey method,quantitative and qualitative analysis method,and based on Porter’s "diamond model" to construct the evaluation index system of county rural tourism competitiveness.Five evaluation dimensions and 24 evaluation indexes were determined,and the weights of indexes were determined by AHP.Through specific analysis of the elements of rural tourism competitiveness in Luoning County,horizontal comparison of the level of rural tourism competitiveness in Luoning County,Luanchuan County and Xin ’an County,to clarify the competitive position of rural tourism in Luoning County.At the same time,through the introduction of the obstacle degree model,the vertical comparison of rural tourism competitiveness in Luoning County from 2015 to 2021,to find out the obstacle factors.This paper analyzes the shortage of rural tourism development in Luoning County and puts forward corresponding countermeasures accordingly.The results show that Luoning County’s rural tourism competitiveness score is24.7447,Luanchuan County’s score is 44.14134,Xin ’an County’s score is 30.8419,Luoning County’s rural tourism competitiveness is far less than Luanchuan,slightly lower than Xin ’an,in a lower level of competitiveness,but there is a lot of development potential and space.At the same time,it is found that although the rural tourism in Luoning County has advantages such as good ecological environment and development foundation,good growth trend of tourism demand,good transportation location and government attention,it lacks in tourism resources development,market demand expansion,infrastructure construction,tourism enterprise cultivation,government publicity support and other aspects.In the future,Luoning County should dig deeply into tourism resources.Improve the core competitiveness of products;Deepen the integration of "tourism plus" industries and enhance the breadth and depth of the tourism market;Improve infrastructure construction and optimize the supply of tourism services;Strengthen the cultivation of tourism enterprises,enhance the strength of tourism enterprises;Strengthen the government support,make efforts in five aspects of innovation tourism marketing mode,improve the competitiveness of Luoning County rural tourism.