Study On The Development Strategy Of Rural Tourism In Ninghai Xu Jiashan

Based on the 200 questionnaires that filled out by 60 farmers and 140 tourists,as well as statistical database,descriptive statistical analysis has been made on the development of rural tourism in Ninghai Xujiashan and its impact on the local economy,ecological environment and social culture.Use the SWOT analytical method to study the advantages,disadvantages and the external environment that brings opportunities and threats to the development of rural tourism in Xujiashan.and on this basis,through constructing the Xujiashan rural tourism development strategy matrix,the Xujiashan rural tourism development strategy selection are analyzed,research shows:(1)Xujiashan rural tourism development not only has a great role in promoting the development of the local economy,but also plays a leading role in promoting the local cultural,social and ecological civilization construction.The survey results show that 71.67% and 75% of the local villagers believe that rural tourism has increased the income level;80% local residents believe that Xujiashan rural tourism development significantly increased traffic,communication,health and safety of local infrastructure,promote the development and social progress of Xujiashan;in addition,61.67% of the villagers convinced that rural tourism development of Xujiashan will make the ecological environment much more beautiful.(2)Ninghai Xujiashan has rich tourism resources of natural scenery,cultural landscape,complete infrastructure facility of transportation,communications,and humanized service system,scientific management system.Some achievements have been made on the tourism brand construction of Xujiashan rural tourism.What’s more,Xujiashan has a favorable policy environment of rural tourism.Tourists prefer Xujiashan’s natural landscape and the humanities scenery resources and speak highly of the local tourism service.And it also brings great opportunities to Xujiashan which has excellent location and obvious scenic features.(3)Ninghai Xujiashan rural tourism resources development still exist disadvantages of unreasonable rural tourism planning,poor protection of ancient buildings,simple tourism products,infrastructure that can not satisfy the diverse needs of tourists,and poor service concept of tourism staff.In the current situation that tourism consumption increasingly diversified and competition increasingly severe,Xujiashan rural tourism development has the shortage of funds,consumers in the Xujiashan tourist area stay for a short time,insufficient consumption and limited tourism resources carrying capacity.But in the current increasingly competitive market environment of rural tourism,it is the common problems of rural tourism.(4)Through the construction of strategic matrix,future development of rural tourism in Xujiashan should adopt the expansionary SO strategy,because of the obvious advantages of Xujiashan rural tourism.and it’s facing a good development opportunity.However,the disadvantages of Xujiashan rural tourism development are common problems of tourism,but the threat can be reduced by a certain managementmeans.Secondly,combining the theory of tourism area life cycle,tourists quantity of Xujiashan increased faster,and expansion rate is higher.Therefore combined the theory of SWOT analysis and the life cycle,Xujiashan rural tourism development should should adopt the expansionary SO strategy.Based on the research conclusion,the study suggests:(1)In the current social and economic environment,the government should further encourage and support the development of rural tourism in Xujiashan,to built Xujiashan a local well-known tourism brand.(2)In this customer-oriented era,Xujiashan rural tourism development departments should be based to the diverse demands of tourists,the development of distinctive features,thoughtful service brand project,and strengthen the training of administrative staff.(3)According to the tourism life cycle theory,Xujiashan adopts SO strategy.Thus how to maintain the leading position of the market,form their own core competitiveness,is a major practical problems that the rural tourism development of Xujiashan has to consider,and also a scientific problem for further study.