Study On The Development Strategy And Planning Of Rural Tourism In

On1st July2012, in the36th World Heritage Session, Chengjiang Fossil Site was inscribed on the World Heritage List and became the first fossil natural world heritage in China. This site is of outstanding global value because it provides the most compelling and earliest geological evidence of the "Cambrian explosion"-the event that marked the first appearance in the fossil record of nearly all the major animal phyla. From the perspective of tourism, natural world heritage is a kind of special tourism resources. High selection criterion has ensured the high quality of natural world heritage. It is the most valuable tourism resource in the world.Luolishan Village, the only village located in the buffer zone of Chengjiang Fossil Site, has a favorable location and rich natural resources. It lies at a gentle slopeside and enjoys a long history. The village’s traditional architecture is largely preserved, it is therefore of great potential of rural tourism development, but so far little work has been conducted and even the village has not yet become a subject of research. Although a lot of money has been invested on the village by the government to improve its environment, there is still a backward infrastructure and a lack of an overall planning. So, issues such as how to develop the distinctive tourism resources and grasp the development opportunity, how to work out the development strategy and tourism theme, how to design reasonable functional zones are the main contents of this paper.First-hand information has been collected through literature consultation, field investigation and in-depth interview with the villagers. Combining theory and practice, data collected for the development and planning of Luolishan village has been comprehensively analyzed and researched in this paper. A classification of the types of rural tourism has been identified, and "PEST" analysis has been used to clarify the Luolishan Village Rural Tourism Development in the context of macro environment. In order to provide reliable information for the analysis of tourism development Strategy, this paper analyzes not only the basic situation of Chengjiang Fossil Site and Luolishan Village but also the tourism resources and current situation of Luolishan Village. The SWOT analysis, which is about strength, weakness, opportunity and threat, provides reliable strategies for the tourism development of Luolishan Village. Based on the situation of Luolishan Village, this paper identifies its market position in rural tourism, and then put forward the concept that the key point for tourism planning of Luolishan Village is to combine Scientific tourism and Ecotourism and highlights the fossil characteristics. As a result, a preliminary functional zones and space layout of Luolishan Village for tourism development have been made, a design of scenic spots and tourism activities have been proposed, and also the tourism image of Luolishan Village has been designed in accordance with the concept of "Tourism Image System".