Research On The Status Quo And The Development Measures Of Rural Tourism In Shawan County, Xinjiang Province

Rural tourism is a new travel pattern in rural areas. It originated in the80’s of20th century, and developed rapidly in the90’s. In recent years, with the speedy process of industrialization and urbanization, the pace of life and competition are becoming increasingly fierce. Urban heat island effect and reinforced concrete phenomenon emerge as the times demand. More and more people go to countryside to escape from the hectic city life and relieve mental and physical stress. Rural tourism has become the best choice for people to release pressure and return to nature. The government of Shawan County Xingjiang Province, firmly grasps the opportunity of the strategic development of western China. Based on the unique natural landscape, the ethnic customs and the rich historical culture, many tourism brands with Shawan characteristics have been built, which promote the scale and industrialization for the rural tourism of Shawan County.The research target of the paper is the status quo and the corresponding countermeasures of rural tourism in Shawan county, Xinjiang Province. Through literature research, interview method, mathematical statistics and other research methods, the status quo and the existing problems are firstly analyzed. On the basis of system research of the rural tourism of Shawan country, the development countermeasures are put forward. Research shows that rural tourism, as an important means of Shawan county economic development, has its own advantages:such as the government support, the ripe rural tourism development conditions, the huge demand of the tourism market, the good soft environment of tourism development etc. Meanwhile there are also some problems, such as the single type of tourism attractions, less well-known for the scenic areas, the development and the management of act of one’s own free will, the environmental health conditions with barely satisfactory and the obvious tendency to urbanization. According to the characteristics of Shawan county itself as well as the economic situation, the paper discusses the development of corresponding measures:to highlight the government leading and guiding role in the process of rural tourism development, to innovate the investment channels, to strengthen the industrial combination, exchanges and cooperation, to create the tourism brand, to consolidate publicity for rural tourism, to standardize the management of the tourism industry and to attach importance to the professional training.