Research For Development Level Of Traditional Elements In Rural Tourism And Promotion Strategy

In recent years,with the development of society and the improvement in people's living standard,the disposable income and opportunities for travel of urban residents increase correspondingly.Accordingly,rural tourism characterized by pastoral scenery,traditional folk customs and traditional ancient buildings have rapidly developed;in particular,traditional village tourism with ancient elements have increasingly attracted people's attention.In this case,how to better reveal the villages' long historic culture and unique traditional elements and enhance the competitiveness of the development of traditional village tourism in such an upsurge of great development of traditional village tourism have become a top priority.In this article,on the basis of resource gift theory,dynamic protection theory,static protection theory and sustainable development theory,and according to relevant domestic and foreign research achievements and field survey results,the development level evaluation indicator system for traditional elements in rural tourism is established,and the scoring system standard of each indicator is determined;through the questionnaire survey and the field survey,an empirical research is conducted,and the data from questionnaires are collected and analyzed on that basis;afterwards,according to the expert-scored questionnaires and the analytic hierarchy process,the data is integrated,and then the weight of each indicator is calculated;finally,the current development level of traditional elements in rural tourism is obtained and analyzed,and the improvement strategy is proposed according to the existing deficiencies.The evaluation system consists of four layers,namely target layer,criterion layer,sub-criterion layer and factor layer.Among them,the target layer reflects the influence factors of the development level of traditional elements in rural tourism;the criterion layer is composed of traditional ancient building element,traditional handicraft element,traditional construction process element,traditional folk custom and celebrity culture element,traditional snack element and traditional specialty element;the sub-criterion layer is composed of 20 specific indicators reflecting each element of the criterion layer;the factor layer is composed of 74 specific factors reflecting elements of the criterion layer.The development level evaluation indicator system for traditional elements in rural tourism is applied in the development level of traditional elements in rural tourism of Songkou Ancient Town of Yongtai County.The evaluation results are relatively objective and true,and can reflect the development level of traditional elements in rural tourism of Songkou Ancient Town of Yongtai County,and verify the feasibility of the development level evaluation indicator system for traditional elements in rural tourism and the method.According to the results of the empirical research,the development level of 20 traditional elements shows a three-stair ladder pattern.Specifically,Li Guo series record the best development level,whereas the traditional celebrity culture record the worst development level,indicating big gaps in development level between the traditional elements.Therefore,to enhance the development level of traditional elements in rural tourism in Songkou Ancient Town of Yongtai County and further improve the roles of traditional elements in rural tourism,efforts shall be made to adhere to a scientific and rational sightseeing planning design,implement the personalized management service concept,constantly improve the inheritance and management mechanism,form the integrated development capability of rural tourism,constantly improve handiwork categories,ensure product quality,and continuously enhance the development level of traditional elements,so as to satisfy tourists' sightseeing experience,establish traditional specialty brands with local characteristics,enhance the brand effect in the development level of rural tourism,and provide institutional guarantee and other promotion strategies in the sustainable development level of rural tourism.