Marketing Strategy Research On Rural Tourism

With the development of economy, improvement of people’s living standards and quality of life, the pace of modern life, people is becoming more and more popular for tourism especially the rural tourism. However, people’s travel needs are constantly changing, the traditional sightseeing tourism no longer occupy a monopoly position, more and more people tend to diversified way of tourism, hindering the rural tourism development process. However, At present, the development of rural tourism exist a lot of problems in our country,and the theoretical study of rural tourism,which in the primary stage of development, has not been able to well guide the development of rural tourism, hindering development process of rural tourism. In rural tourism marketing, there are many deficiencies in theory and practice. All of these restrict the sustainable development of rural tourism in China.Meizhou Island have jurisdiction over 11 villages, there has superior geographical position, good natural ecological environment and outstanding Mazu culture. The infrastructure after years of development, formed good layout. The development of rural tourism to the local village of fishermen bring real benefits, has injected vitality into the development of the local economy. But due to the single product, and propaganda is not enough, the development is blocked. Based on the on-the-spot investigation, according to the actual situation of Meizhou Island Tourism in the countryside of Putian, explore the development of rural tourism marketing road. On the one hand, hoping that it can be helpful for further development of Meizhou Island and other parts of China’s rural tourism, on the other hand it can complement the case study of marketing China rural tourism market, to provide guidance for the sustainable development of rural tourism and enhance rural tourism destination competitiveness.This paper takes Meizhou Island which is in Putian city of Fujian Province as an example to discuss marketing strategies of Chinese rural tourismChapter One, the Introduction. This paper describes the background, purpose and significance of this study, and summarizes the general situation of rural tourism research at home and abroad, and puts forward the research methods, technical routes and innovation points of this paper.Chapter Two,the summary of rural tourism. Combing the origin of rural tourism development, and defines the definition of rural tourism, and analyzes the development situation of domestic and foreign rural tourism and its marketing, puts forward countermeasures aiming at the two problems, provide a reference for the follow-up analysis of Meizhou Island Rural Tourism and its marketing, and finally prospected.the development prospect of rural tourism.Chapter Three, the SWOT Analyzes of Meizhou Island’S Rural Tourism Development, analysis the rural tourism development of Meizhou Island, including internal strengths and weaknesses, external opportunities and threats, in order to clear the development direction of Meizhou Island Rural Tourism in Putian city.Chapter four, analysis of tourist market and the satisfaction degree of Putian Meizhou Island Tourism survey. Interview on Meizhou Island, random sampling survey. The first part of the collected data were analyzed by descriptive analysis, to reveal the characteristics of Meizhou Island tourist market; the second part is the use of 5 point Likert scale of tourist satisfaction degree evaluation before and after travel expectation degree were investigated respectively in both scale based reliability analysis on the importance of the use of the-Performance analysis method (IPA) satisfaction evaluation, points out the direction of adjustment of rural tourism market in Meizhou island.Chapter Five, Meizhou Island rural tourism marketing strategy. On the basis of the above analysis, according to the development situation of rural tourism in Meizhou Island, develop rural tourism development marketing strategy.Chapter Six, the construction of service system of Meizhou Island industrial upgrading and facilities. To respond to rural tourism development, proposed Meizhou Island industrial upgrading and the construction of facilities, training talents for rural tourism, improve the quality of service.Chapter Seven, the conclusion. The full text of the summary, and pointed out that the future need to improve and strive to place.