Rural Tourism Destination Competitiveness Factors Research

Recently years, rural tourism destinations compete drastically in China because of exploiting too much. In order to occupy the market, every rural tourism destination needs to improve its competitiveness to catch up with other competitors. Therefore, to identify the key factors which affect rural tourism destinations' competitiveness and investigate how these factors affect rural tourism destinations' competitiveness could provide some academic bases. Rural tourism competitiveness is completely a new field in tourism research and could guide rural tourism destination developing.The rural tourism destination competitiveness concept model concludes six factors, rural tourism resources, supporting resources, managing condition, regional condition, market condition and rural tourism destination competitiveness. Through factor analysis, the result is that, rural tourism resources affect supporting resources, managing condition, regional condition, market condition and rural tourism destination competitiveness directly; supporting resources affect managing condition, regional condition, market condition and rural tourism destination competitiveness directly; regional condition affects managing condition directly; managing condition affects market condition and rural tourism destination competitiveness directly; and market condition affects rural tourism destination competitiveness directly. Thus, rural tourism resources, supporting resources, managing condition, and market condition affect rural tourism destination competitiveness directly, and market condition is the strongest among these four factors.According to the research result, the paper builds the rural tourism destination competitiveness model, and explaining how these factors affect each other, then bring forward some suggestions to improve the rural tourism destination competitiveness.