The Development Of Rural Tourism Products Based On The Theory Of Tourism Involvement And Place Attachment

As the fast development of economic, the improvement of urbanization level, with the addition o f unceasing movement of tourism, rural tourism with natural scenery as its selling point had been born, and it is walking into a rapid development. Since China is a large traditional agricultural nation, in the process of urbanization, lots of urban residents'forefathers are farmers. In the period of living in urban, their intrinsic feelings of their roots in the countryside remains strong. Such feelings influences on their travel to the countryside. For the native urban dwellers, the thirsty for nature, or the need of social activities or study, makes them generate a sense of attachment to rural tourism. In different tourism activities, the different dimensions of tourists'involvement have influenced on the attachment with discrepancy. If the relationship between the dimensions of involvement and attachment can be confirmed in a certain tourism activities, the tourism activities can be offered correspondingly in order to improve the revisit rate for the tourist destination.In the view of above, this paper adopts literature review and questionnaire survey as its research methods. First, searched and analyzed the study about tourism involvement and place attachment, then compared and summarized. After that, questionnaire survey about the rural tourism was made in Guangzhou, and started the SEM analysis. The result showed: a) The relationship between involvement of rural tourism and place attachment is significant. The higher of the tourism involvement is, the stronger the attachment is. b) For different tourists and different destinations, the influence of dimensions of tourism involvement on dimensions of attachment is diverse. Therefore, the innovation and development should have different emphases points on the basis of different types of destinations.From the results, combining the practice of rural tourism development in Guangzhou, the paper puts forward suggestions on rural tourism product innovation and development. Firstly, revealing the rural entertainment flavor. It can come into consideration from three levels of the product: core products, peripheral products and extension of products. Secondly, developing different types of tourism products targeted. The tourism destination should take advantage of its resource to initiate its advantageous activities. In the design of products, destinations should highlight the experience of different activities, to enlarge its biggest influence factors of attachment. Thirdly, Fixed targeted market, creating hit products. Divided tourists rationally, providing the different levels of visitors with appropriate tourist products.