Rural Tourism Development Strategy Research Based On The Perspective Of Cultural Creativity

As China has rapidly integrated its economic development into the globalization process,promoting the fast growth of its economy and society and the deepening of its social institution reform.With the rapid development of the mode of industrial integration development and the emergence of innovative economy,the creativity industry began to enjoy a swift development in China.In the development of rural tourism,the integration of cultural customs,traditional culture and unique local creativity into tourism has drawn more and more attention.Therefore,how to develop cultural creativity by integrating it with the unique local resources,natural resources and related material resources of rural tourism resorts is a topic worthy of study.This paper takes Yong' an City as a case study area.Yong' an City is a county-level city in Fujian Province and has been listed in "Top 10 Counties" by economy in Fujian Province for 18 consecutive years.Yong' an City is an energetic county with revolutionary history,developed economy,farming folk culture and She ethnic culture.Yong'an City has not only superior natural environment resources,but also abundant and diverse cultural tourism resources left over from different periods,including those resources relating to anti-aggression resistance culture,ancient village culture,farming folk culture,She ethnic culture,Yong'an bamboo culture and new period culture.These resources lay a solid foundation for the rural tourism development of Yong' an.However,there are still many problems in the rural tourism development of Yong'an City,such as unclear development of ancient town tourism,insufficient development of cultural tourism resources,inability of creative and innovative tourism styles to meet consumers' needs,inadequate rural tourism areas and services,and so on.Firstly,this paper describes and defines the concepts of cultural creativity and rural tourism development based on relevant domestic and foreign literature and information.Then under the guidance of relevant theories and through documentary analysis,field survey,questionnaire survey,comparative analysis and other research methods and by classifying rural tourism resources of Yong' an City by attributes of cultural tourism resources,this paper summarizes three distinct features of Yong' an City:1.The rural tourism resources in Yong' an City are diverse and the category are complete,2.Tourism resources spreading across villages and towns facilitate the combination of villages for the rural tourism development;3.The integration of rural tourism resources is high and development modes are diverse.Meanwhile,the paper indicates the influence of and existing problems in the culturally creative rural tourism project of Yong' an City through conducting field questionnaires and relevant data analysis and understanding various demands and satisfaction of different consumers towards rural tourism resources and projects of Yong' an City.Finally,this paper proposes improvements for the rural tourism development of Yong' an City,consisting of strengthening the intensity and extent of tourism market promotion,exploring a broader client source market,making full use of local cultural features,enhancing the organic combination between cultural creativity and rural tourism,keeping to make more efforts in exploring culturally creative rural tourism resources,bringing advantages of resources into play,improving infrastructure,meeting the needs of culturally creative rural tourism development,etc.