Study On Development Problems And Countermeasures Of Rural Tourism Industry In Yucheng District Of Ya’an City

With the increasing improvement of people’s material living conditions,people’s demand for spiritual well-being continues to increase.Making full use of their leisure time to travel has gradually become a preference for more and more people.People have also shifted from their previous preferences for tourism and vacation in big cities to traveling to the countryside,in a free,peaceful,and comfortable way of life,Rural tourism has gradually become one of the increasingly popular forms of tourism among people.After the 18 th National Congress,Yucheng District began to attach importance to and take various measures to vigorously develop rural tourism,promote the development of various rural tourism products,and form a rural tourism industry with certain structural characteristics.However,in the fierce competition for rural tourism,as tourists’ demand for tourism consumption changes,various problems have gradually emerged in the development of rural tourism in Yucheng District.Therefore,this thesis takes rural tourism in Yucheng District as the thesis object,and based on relevant theories,analyzes the current industrial development status of rural tourism industry in Yucheng District.This thesis first analyzes the current situation of rural tourism development in Yucheng District,and elaborates on the development characteristics of the tourism industry in the area from aspects such as industrial scale,industrial structure,and industrial personnel.Secondly,through surveys and interviews with consumers,practitioners,and government managers,573 consumer questionnaires and 172 industry practitioner questionnaires were effectively collected,and 15 management committees,village committees,and government personnel were interviewed.Thirdly,based on questionnaire surveys and interview data,combined with various data on rural tourism development,analyze and summarize the problems and reasons faced in the development of rural tourism in Yucheng District.Finally,based on the specific reality of rural tourism development in Yucheng District,specific strategies and suggestions were proposed for the development of rural tourism in the area,focusing on infrastructure,tourism products,tourism brands,and tourism services.The thesis in this thesis has yielded the following relevant thesis conclusions.(1)The investigation and analysis in this thesis indicate that there are some prominent problems in the development of rural tourism industry in Yucheng District,Ya’an City.Firstly,the infrastructure construction of rural tourism in this area is not perfect;Secondly,the blind development of rural tourism in the area results in a lack of individuality in tourism products;The third reason is that the government of the district has not given enough publicity to rural tourism,and the brand image has not yet been established;Fourthly,the quality of rural tourism operators and practitioners in this area is relatively low,and the service level is low.(2)In order to overcome the shortcomings in the development of rural tourism,Yucheng District should take the following relevant measures to promote the rapid development of the rural tourism industry in the area.One is to strengthen infrastructure construction and renovation;Secondly,further enrich rural tourism products and highlight local characteristics;Thirdly,the area should vigorously explore the local culture of Ya’an and highlight the highlights and characteristics of rural tourism;Fourthly,the district should strengthen publicity and promotion efforts to shape the Ya’an rural tourism brand;Fifth,the district should increase training and education for rural tourism management and practitioners,and improve management and service levels.