Research On The Development Of Rural Tourism In Yuanjia Village From The Perspective Of Culture

Among the various options,rural tourism dominates nowadays,as urban residents who live long-term in cities in rapid development bear great job stress.Though prosperous,there remain quite many problems in the rural tourism.As one of them,the ignorance of the cultural factors should have drawn the attention of the tourism developers.We chose Yuanjia Village,one of the top ten beautiful villages in China,as the object of this research,aiming at the problems emerging during the quick and stable development of the rural tourism in Yuanjia Village and even in the whole country.This deep research is from a cultural perspective,employing many methods including questionnaire,semi-structured in-depth interviews,metaphor extraction technology,Analytic Hierarchy Process(AHP),eta.The interaction between culture and rural tourism in its new stage was discussed based on the analysis of the survey data.Based on the knowledge of the interrelationship mentioned above,we proposed a strategy to improve the development of the Yuanjia Village rural tourism.The whole thesis is divided into six chapters.Chapter 1 is about the Introduction.The background and significance of the thesis were firstly introduced.Based on the systemic review of the literature in this field,we proposed the research approach and methods,and drew the frame structure as well.Chapter 2 is about the Theoretical Basis.The fundamentals for the rural tourism,including cultural communication theory,experience economy theory,tourism sociology theory and tour resort life cycle theory are mainly analyzed.Chapter 3 is about the analysis of the development of the Yuanjia Village rural tourism.For Yuanjia Village,we have analyzed its general situation,systematized its resolutions,expounded the actuality of the development of its rural tourism,shared its success and also found the existing problems in its rural tourism.Chapter 4 is about the collection and analysis of the research data.We have analyzed and found the key cultural factors behind the enduring popularity of theYuanjia Village rural tourism,adopting both metaphor extraction technology and AHP methods.And we built the cultural index system and the judgment matrix through expert scoring method,and passed the consistency check eventually.A deep analysis and a thorough discuss of the survey data were performed,considering such items as the interaction between culture and the rural tourism and the main reason for the success of Yuanjia Village rural tourism.Besides,suggestions were made about how to utilize the core cultural factors to further improve the attraction of and prolong the life cycle of Yuanjia Village rural tourism,thus to realize the sustainable development.Guidance and reference significations that Yuanjia Village has were also proposed for the development of rural tourism in other places.Chapter 5 is about the proposed strategies for the further development of Yuanjia Village rural tourism.Analysis were done from two aspects: first,the tourist image of Yuanjia Village should be upgraded,including its tourism products,and then both marketing promotion and supporting measures should be done.Chapter 6 is about the Conclusion and Outlook.We concluded the key-points in three parts,namely the fundamental,theoretical and empirical researches,and also figured out the innovation and the imperfection as well for the thesis.Eventually,we set out our vision for the future of the rural tourism in the end,based on the research results mentioned above.