Research On The Construction And Optimization Of Rural Tourism Supply Chain From The Perspective Of Community

The rapid development of rural tourism has become an important way to promote economic development and poverty alleviation in rural areas of China.In the first World Tourism Development Conference,once again stressed the theme of tourism to help the poor.Rural tourism has played an important role in increasing the income of farmers,promoting the economic development of rural areas and narrowing the gap between urban and rural areas.The current research on rural tourism supply chain in China is rare,many western studies show that the local farmers into rural tourism supply chain is the main ideas and methods to protect the interests of local residents.Therefore,it is necessary to construct the tourism supply chain with the core of the community.The traditional supply chain structure,which is based on the travel agency,can not meet the needs of the sustainable development of rural tourism.Based on the theory of supply chain and the theory of community tourism,this paper constructs a conceptual model of rural tourism supply chain based on community.Through field investigation and analysis of Niuzhai village in Weifang city tourism supply chain system.The theoretical model is used to optimize the rural areas,and the optimization measures of rural tourism supply chain are put forward.First of all,the tourism supply chain and community participation in rural tourism related research review,pointing to the community perspective analysis of rural tourism supply chain theory and Practice.This paper defines the related concepts and theories.Secondly,this paper analyzes the structure of rural tourism supply chain from the six components in tourism(Food,Hospitality,Travel,Shopping,Entertainment),and constructs the supply chain theory model based on the community.Constructing the theory model of supply chain based on community.Finally,set up Niuzhai village in Weifang as an example of the model.The rural tourism supply chain model which is based on the community is optimized,and the optimization strategy of rural tourism supply chain is put forward.First,to improve farmers in the supply chain in the degree of participation,so that the supply chain "localization".Second,strengthen the division of labor and cooperation,improve the comprehensive supply chain service capabilities.Third,strengthen the community in the supply chain in the core position,to enhance its coordination capacity.Finally,improve the community of Niuzhai village community platform to improve the supply chain information transmission speed.