The Research On The Development Of Rural Tourism Resources In Zhejiang Province Based On The Construction Of Beautiful Countryside

Since the “eleventh five year plan”, construction of “beautiful countryside” in Zhejiang provinceprovides an excellent opportunity for the development of rural tourism. Nevertheless, as limited byvarious conditions, there exists the phenomenon of developing and utilizing of resources blindly, andthe disappearance of “native characteristics” caused by homogenization of local landscape, whichhamper the sustainable development of rural tourism. In view of the status quo of theory and practice inrural tourism resources development, the paper makes an In-depth discussion on classified evaluationand development strategies about rural tourism resource, in the hope of enriching the theory system ofrural tourism resource, and guiding the practice of rural tourism resource development scenically.In this paper,field surveys,questionnaire investigation,quantitative analysis combining withqualitative analysis and empirical analysis are used for the research. Firstly, based on summarizing thedevelopment of related researches and practices, related concepts of “beautiful countryside” and ruraltourism resource are discriminated, basic theories of supply and demand, resort life, landscape ecologyand Hometown planning are combed out and concluded, which provide the theory instruction for furtherresearch.Next, based on the investigation on current situation of rural tourism resource in Zhejiangprovince, we establish the classification system for rural tourism resources in Zhejiang, combining withthe goal “suitable for living,working,traveling and studying”of the “beautiful countryside” construction.Referring to AHP(The Analytic Hierarchy Process) and the objective value assignment method, westructure the model for rural tourism resource evaluation and determine the resource evaluation levels.Then, the development of rural tourism resource in Zhejiang is analyzed comprehensively with SWOT.Having investigated the9rural tourism resource development models in Zhejiang, we summarize thedefects in present situation, including improper planning for tourism resource development, serioushomogenization of local landscape, serious dispersing of scenic spots and imperfections ofcountermeasures for tourism resource protection. Considering the existing defects, and according torelated theoretical research, we have investigated the agglomeration of tourism factors during theconstruction of “beautiful countryside”, and established initial countermeasures for rural tourismresource development and protection in Zhejiang, which include laying stress on overall plan forresource development, building local landscapes properly, constructing up-market line properly andsustainable utilization of tourism resource4respects.Finally, we take Xincheng town Xiuzhou districtJiaxing city Zhejiang province as the object for empirical study. The present situation of rural tourismresource is evaluated, to verify indicator system of resource evaluation. On the basis of it, effectiveintegration of resource is achieved, and the development model and countermeasures of rural tourismresource are investigated. at the same time, we have made a rational planning for the rural tourismlayout structure and up-market line in Xincheng town, to further verify the results of theoretical research, and in the hope of providing some references for the development of rural tourism resource in otherareas of Zhejiang province.