Research On The Present Situation And Countermeasures Of Rural Tourism In Tongxiang City

In the process of building a well-off society in an all-round way and promoting the construction of new socialist countryside, rural tourism plays an active role in tourism economic growth, industrial structure adjustment, solving problems about agriculture, rural areas and peasantry, as well as farmers’well-off living and dwellers’leisure entertainment, and has become an effective means of rural economic and social development. As one of the most developed cities of the Yangtze River Delta, the committee and municipal people’s government of Tongxiang put forward ambitious development goals to build "the first big city of China’s tourism" and "famous tourist city of the world", Tongxiang has developped a strategy of "tourism driven four modernizations", and was approved to be the first conprehensive tourism pilot city of China in 2013.The development of Tongxiang’s rural tourism started in the 90’s, aftet more than 20 years’developping, it has a wide horizon of development, but there’re still some problems.This paper adopts classical SWOT analysis theory, with the idea of strategic analysis, strategic choice, and the implementation of strategic framework, as well as research methods of literature data, qualitative and quantitative analysis, cross disciplinary analysis and so on, to analysize the development of rural tourism in Tongxiang. Based on SO, WO, WT and ST strategic analysis,it lists more than ten strategic choices for rural tourism in Tongxiang, such as agricultural tourism development strategy, demand driven strategy and so on. Combined with the reality,it also puts forward development framework of "one center, ten major bases, six groups, five green corridor, one hundred village points", and implementation ways of expanding functions, increasing investment, extending agricultural industry chains and so on.