Study On The Development Of Rural Tourism In Ya'an

With the speeding up of urbanization and industrialization, the contradict population, resources and environment is to intensify.More and more people prefer to go to nature to release pressure.So rural tourism is becoming a new trend in the consumption of urban residents.Using great ecological advantages and various cultural resources of Ya'an City.promoting the development of rural tourism,and building it into a tourism city of coordinated development with ecological, economic and social are the only choice for sustainable development of ecological tourism in the future of Ya'an.It is also an ideal way to solve the contradiction among population, resources and environment in Ya'an, and to realize the industrial development, the prosperity of life and the harmony of the ecological environment. Therefore, studying on the development of rural tourism in Ya'an City will have a certain value and significance.Firstly, the domestic and foreign literature related to rural tourism is summarized.Then, summary some research results, like basic theory, research methods, management model, the current situation, problems and countermeasures and others related to rural tourism.Thirdly, establish theoretical framework of research.Finally, Combine the investigation data and the environment of rural tourism in Ya'an,and analyze the overall situation of the development of rural tourism from a macro perspective.Through the survey of the rural tourism operators, summary the problems and reasons in the development of rural tourism.1 low quality staff and service; 2 inadequate infrastructure configuration; 3 similar entertainment projects; 4 insufficient brand publicity; 5 insufficient internal management; 6 inadequate environmental protection.Through the questionnaire, obtain the basic information of consumers, consumer preferences and consumer satisfaction, and explore how to develop rural tourism fromconsumer's point of view.1 maintain surroundings; 2 Enhance the connotation of product characteristics; 3 The use of network media channels; 4 Focus on group discount and group projects.All of them Confirme the problems of rural tourism.Suggestions:1 build up brand culture and develop special tourism products. By building up brand to highlight the characteristics of the operation, and developing tourism products to increase the attractiveness to tourists.2 strengthen propaganda, attract social capital; 3 Use a number of ways to increase publicity and attract social capital to investment.3 improve the quality of employees by training and introducing the talented person.4 Strengthen the management and the construction of basic service facilities.5 Strengthen the protection of the ecological environment and the humanities environment to achieve sustainable development of rural tourism.