Problems and Strategies of Rural Tourism under the Revitalization of Rural Areas in the New Era

【Abstract】The report of the 19th National Congress of the Communist Party of China put forward the strategy of rural revitalization， ecological livability， civilized villages， effective governance， and prosperous life. To implement the rural revitalization strategy， local tourism must be used as a rural revitalization strategy. This is an important breakthrough. According to the overall requirements of the rural revitalization strategy， combined with the actual development of rural tourism， it proposes countermeasures and suggestions for the inadequacies of rural tourism from the aspects of institutional coordination， governance mode and subject guidance， in order to realize the innovation of rural tourism. Activate and promote the sustainable development of rural tourism.

【Key words】rural revitalization strategy; rural tourism; innovation; short board

【作者簡(jiǎn)介】翟天元（1998.05-），男，河南永城人，華中師范大學(xué)城市與環(huán)境科學(xué)學(xué)院，碩士，研究方向：鄉(xiāng)村旅游。

Ⅰ.The status of rural tourism development

The national strategy of rural revitalization and the pioneering zone of national tourism reform and innovation have brought great opportunities for rural tourism development. Rural tourism resources are abundant and the development model is diversified. At present， China’s rural tourism products can be divided into six typical models according to functional classification， and the intersection and combination of several models. One of the modes is： sightseeing type. This model has the largest share in the development of rural tourism industry， and various scenic spots use their natural scenery as a selling point to realize tourism value.

Ⅱ.The problems in the rural tourism industry at the present stage

Rural tourism has a close relationship with rural revitalization. The organic combination of the two is an inherent requirement for achieving common prosperity. The concept of tourism to promote rural economic development is very short. Some local governments and rural residents have a misunderstanding of the new concept and its role， overemphasizing the short-term benefits of tourism， blindly developing rural tourism resources， affecting the sustainable development of tourism， business models are backward， and propaganda techniques are not novel enough.

Rural tourism should develop rural culture， rural life and experience the original ecological life. Focus on the relaxation and experience of nature， guide visitors to understand the unique charm of rural tourism and enjoy different life. Although rural tourism resources are diversified， each has its own advantages. However， some local governments have neglected regional characteristics and developed rural tourism resources without direction.

Ⅲ.The innovative countermeasures for the development of rural tourism

We should promote the coordinated development of the rural tourism system and achieve industrial prosperity by adopting multiple approaches and industrial gathering. The development of China’s rural complex is still in its infancy. It can be used as a pilot for areas with better rural tourism development， making full use of advantages， integrating into human consumption patterns， opening up regional rural tourism industry chains， grafting cultural creativity， health and wellness， leisure and entertainment.

From a higher position， we should use a long-term perspective to understand and treat the significance and role of rural tourism， vigorously develop tourism poverty alleviation， support more， promote the comprehensive profit of rural tourism， and achieve rich rural life. Rural tourism poverty alleviation should make full use of market mechanisms to alleviate poverty， help the peasants to live a dignified life and achieve prosperity through blood-generating poverty alleviation.

Ⅳ.Conclusions and prospects

Developing rural tourism is one of the important ways to implement the rural revitalization strategy. Only by filling in the short board， rural tourism is likely to usher in a new change. Only by recognizing the local realities， highlighting the characteristics， and organically unifying poverty alleviation， support and wisdom， can we achieve the general requirements of “prosperous industry， ecological livability， rural civilization， and prosperous life”. Achievements， achieving new and greater leap.

References：

[1]Reporter Li Yue. Building national standards to promote the integration of production and education[N]. Chinese Culture News，2019， 02，28（007）.

[2]Xu Shaofeng. Why leisure agriculture and rural tourism are booming[N]. Financial Times，2019，02，28（011）.