Zhao Yibin Tourism Village Street Field

Rural Tourism has grown to be an important and irreplaceable way of travel which attracts people greatly since it started in Europe in the19th century. With the rapid economic development of China and rushing urbanization, people’s spiritual need and consumption level have grown. As a result, urban residents began to seek a environment-friendly and convenient way to relax themselves. Therefore, as a new way of travel, rural tourism begins to grow in our country and has developed rapidly. According to the experience of foreign development, rural tourism contributes significantly to local economic development and plays a positive role to increase peasants’incomes and promote the exchange between urban and rural areas.Zhaochang street in Yibin relies on its industry and geographic advantages and proposes the goal of the "three cities and a park"(urban development, urban and rural flowers, rural Tourism, building a city garden for the first-class central city of the upper reaches of the Yangtze River).The scholars at home and abroad, who have studied rural tourism for many years, mainly focus on the concept of rural tourism, the relationship between rural tourism and sustainable rural development, the dynamic mechanism of the rural tourism and the problems of rural tourism development and countermeasures that domestic scholars are interested in. Based on their research, they have proposed some theories such as the supply and demand theory of rural tourism, the sustainable development theory of rural tourism, and the tourism system theory etc. In their studies, the scholars constantly mentioned a variety of phenomena or problems which rural tourism has spawned. They are bound to create certain restrictions on the development of rural tourism if these issues have not been solved timely and properly." Three-dimensional rural problems " have also been the most important problems that the party and the state have to manage to solve. The development of rural tourism can contribute to the rural industrial structure upgrade, improve the incomes of the agricultural population, speed up the construction of a new socialism countryside, and ultimately reach a goal of the moderately prosperous society. Therefore, the rural tourism study has the special realistic significance. This paper draws on the above studying theories, analyzes the current situation of rural tourism at home and abroad, summarizes the characteristics and patterns of rural tourism in China. At the same time, it combines my work with my field research, reviews the history of Zhaochang street Village tourism and sums up the effectiveness of the current stage of development. Then, according to the questionnaire, this paper analyzes the demographic characteristics of participation in the Zhaochang street Village tourism and visitor satisfaction and reveals the factors influencing the development such as the natural resources, the tourists’market, traffic conditions, the attitude to the local people, the administration of the local government etc. It also explores the underfunded investments from the town, the poor cultural content of the scenic spots, the weak infrastructure, the low reception capacity and service level, the affiliates to be sound etc. Ultimately, through the status quo of the local rural tourism, this paper proposes the countermeasures to the local government for the sustainable development:to build a profit-driven system for more investments; to make the rational market planning; to strengthen the construction of tourism infrastructure; to mine the local culture; to enhance the organizations and attract talents.