| Since the 21st century, tourism has gradually developed into a "sunrise industry" in the global economy. The rapid socio-economic development in Xinhua County of Hunan province has quickened the speed the pace of life, increased leisure time and disposable income. In order to release the pressure of work and seek physical and mental enjoyment, urban residents are more inclined to embrace nature and return to pastoral life. The development of rural tourism has stimulated the deep processing of agricultural products and the development of tertiary industry. It can not only absorb surplus labor in agriculture and increase farmers’ income, but also promote the sustainable development of tourism and educate the next generation to love nature and cherish time.This paper firstly discusses the rural tourism development in Xinhua County with the support of the sustainable development of tourism, the tourism product life cycle theory, the marketing theory of product, price, and place and promotion theories. Then it describes the condition of rural tourism development and assesses Xinhua county’s resources as well as introduces the rural tourism development status in Xinhua.Next, by means of relevant survey and data collection, it describes the rural tourism market demographic characteristics, behavioral characteristics and tourists’ perception, and it also carries out the market expanding analysis through market classification. It is proposed that Xinhua will be built as the back garden in central Hunan, and the customer market will be targeted to those middle-and-high-end consumers market.Finally, the paper attempts to put forward specific suggestions to promoting marketing development of rural tourism in Xinhua County. From the perfect product type, geographic source markets expand to age’s terms proposing the targeted marketing countermeasures and safeguard measures.Hope the specific recommendations promote Xinhua’s rural tourism develop towards a healthy, sustainable and stable direction. |
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