Research On The Development Mechanism And Mode Of Rural Tourism In Xianyang City

With the rapid development of social economy and culture of our country, the increase of the income of urban and rural residents,the change of consumption structure,the enhancement of leisure time and consumption ability,the enthusiasm of all sectors of society,rural tourism has entered a rapid development period in China as an important part of the tourism industry, showing more and more prospects for development.Rural tourism has been highly valued and supported by all levels of government because of the close relationship between rural tourism and the development of rural areas.At the same time. Rural tourism is an hotspot of research in tourism, geography and other related disciplines.Although the research on the concept and attribute of rural tourism has made large progress,there are lacking of study on development mechanism and models.Therefore, the study of Xianyang rural tourism development mechanism and mode has an important theoretical and practical significance.Theoretically rural tourism research can enrich the theoretical system of tourism and geography science, improve and deepen the content of rural tourism research, and explore new ways to study rural tourism.lt can also summarize the success or failure of the development of rural tourism,explore the path and mode of rural tourism development in different regions and different development conditions,provide academic support for the innovation and development of rural tourism.Xianyang city is located in the hinterland of the Guanzhong Plain,adjacent to the largest city Xi’an in Northwest China.Xianyang has good location conditions, strong tourism demand and a big potential market.The government has always attached great importance to the development of rural tourism,the development of rural tourism has a good foundation,all walks of life have high enthusiasm for the development and construction of rural tourism.In view of this, this paper takes Xianyang city as the study area.By using literature research method, field investigation,questionnaire and case study method,this paper analyzes the characteristics and problems of Xianyang rural tourism,factors affecting the development of rural tourism and its mechanism.On the basis of the above research, builds the development model of rural tourism in Xianyang city.The results of the study conclude that:(1)According to the characteristics and scale,the development process of rural tourism in Xianyang can be divided into three stages:embryonic stage(the end of 1980s-1999),exploratory stage(1999-2007),take-off stage(2007-present).(2)The development of rural tourism in Xianyang has the following characteristics.The scale of rural tourism is growing fast.The status of rural tourism industry continues to improve, and promote rural social and economic development with remarkable results.Various types of rural tourism.Rural tourism presents a spatial pattern in the space.(3)At present, the development of rural tourism in Xianyang has the following problems.Lack of awareness of rural tourism.Macro planning does not reach the designated position.Infrastructure construction is not perfect.Rural tourism product innovation is low.Lack of capital development and construction.(4)Resource factors, market factors, location factors, policy factors and socio-economic factors play different roles in the different stages of the development of rural tourism in Xianyang. Social economic is the leading factor in the embryonic stage;policy is the driving factor in explore period of Xianyang City rural tourism; market factors is the core factor of the take-offstage.(5) Building the main body "(M)-Product (P)-country (R)"MPR develo pment model system of Xianyang city rural tourism.Puting forward the "Farmers +Farmers" patten,Rural Grass-roots Units driven patten,"Company+Farmers" patten, "Government+Company+Association+Travel Agent"patten,shareholding system mode.Puting forward five rural tourism product type:leisure,culture and arts, science and education, parks and recreation, agricultural production based on resources and market demand.Building seven product models:theme culture homestay hotel, rural resort hotel, village museum, education farm,agricultural park, lease farm.In this paper, the combination of the main body mode and product model are analyzed in depth.Pointing out its characteristics and applicable conditions.The rural areas can select the appropriate development model based on their own conditions.(6)In order to guarantee the smooth implementation of the rural tourism development model of Xianyang City, six suggestions are put forward. Strengthen government regulation and support.Improve the level of rural grass-roots organizations.Protect the rights and interests of farmers.Assess the value of assets scientifically.Upgrade rural tourism development concept.Highlight the characteristics of rural tourism products.