Study On Tourism Development And Counter Measure Of Chang’ Anying Town In Chengbu County, Hunan Province

With the speeding up of industrialization and urbanization, bad phenomena such as the degradation of the urban environment, the road congestion, the gap between the rich and the poor, the dense population and employment pressure arise at the historic moment. The people living in the city are eager to escape from the hustle and bustle life in the city and would like to release the mental and physical pressure. Rural tourism offer people a good way to be close to the nature. experience the rural life and increase the famers’ income in our country.Chang’anying town is located in the border of Hunan and Guangxi province, contains beautiful sightseeing, abundant precious plant and animal, strong local custom, long and old history. It is really a good choice for the citizens to enjoy leisure time, rural culture and life in the village. Meanwhile it offers people with an excellent chance for experience. At the same time, it also brings new opportunity for the development of local tourism. Numerous cases illustrates, in poor areas, the tourism industry is the effective way to get rid of economic poverty and solve the "three rural issues". In2011, the World Tourism Organization put forward "Tourism--eliminating poverty, creating employment and social harmony impetus" as the theme slogan of World Tourism Day, which further illustrated the positive role of tourism in the development of society. The National Tourism Administration has also launched a series of rural tourism themes activities, adding fuel to the fire for the development of rural tourism in China.In recent years, Chang’anying town has improved the infrastructure, increased the income of farmers and obtained better results on promotion of peasant quality etc., through the development of rural tourism. Due to the weak financial foundation of the local government, and lack of exprience in management and planning, the development style in the Chang’anying town seems spontaneous and rough. Therefore a seires of problems arise,such as the unclear topic in some scenics, few experienced guides, low level of the service and local products. All these problems becomes to a stumbling block for the development of tourism in the Chang’anying twon.This paper is divided into five chapters. In the first chapter, it elaborates the research background and significance combining with social reality and summmarizes the main problems about rural tourism of foreign scholars’research achievements through data analysis and statistics ways. Then it puts forward the research ways and the major content. In the chapter two, it gives the brief introduction of the rural tourism in Changanying twon. In the chapter three, it analyses the strong points, the weak points, the opportunities and the challenges for the rural tourism in Chang’anying twon by using SWTO analysis method. In the fourth chapter, on the basis of systemic analysis and research, the relative tactics and suggestions to the problems are proposed through corresponding cases in order to provide some references for the tourism development of similar towns. In the fifith chapter, it draws a conclusion and gives a summary of the paper.