| In recent years,rural tourism has gradually become an important choice for people to leisure and vacation.With the advantages of nature and ecology,the countryside is gradually accepted by the majority of tourists.The 19 th National Congress has emphasized the importance of country's rural vitalization strategy,which enhances the significance Of rural development.The essence of rural tourism is the integration of agriculture and tourism.The development of rural tourism enriches the leisure life of urban residents and it plays an important role in developing rural economy,realizing rural income generation and increasing farmers' earnings.As a link between the cities and villages,rural tourism is coordinating the development of urban and rural areas,and playing an important role of building a well-off society in an all-round way.At the same time,the development of rural tourism has also made more and more people recognized the value the importance of the scenery of nature and humanities.With the economic growth,social progress,and people's yearning for spiritual life,their needs and requirements for tourism are also increasing.What's more,the convenience of short-distance travel,self-driving tour,high-speed rail travel and other transportation methods,as well as informationization shorten the distance between the public and the world,broadening the horizon their eyes and knowledge.Dongyuan Village,Fangzhuang Town,located in Wenzhou City,with its beautiful natural scenery and cultural heritage,has the potential for tourism development.Dongyuan Village is a provincial historical and cultural village,with a suitable environment,and the elegant landscape of bridge and river give people a feeling of peace and comfort.The village has a provincial cultural relics protection unit,the Minamata Papermaking Group,and the intangible Cultural Heritage,Papermaking art with the traditional residential architecture make people experience the Rural customs.In recent years,taking the advantage of the beautiful countryside,the village has improved on the infrastructure and living environment.However,the tourism development of the village is still conceptual,without detailed goal,the superior resources can mot be explored,especially the long-established paper culture has not been spread and promoted.This paper first defines the concept of rural tourism,finding the current research level and development trend at home and abroad and clarifies thesignificance and purpose of developing rural tourism in Dongyuan Village.Secondly,it summarizes the domestic and foreign literatures and studies on rural tourism.Then,it analyzes The characteristics of Dongyuan Village's natural and human resources,applying the SWOT theory which is used to analyze the advantages,disadvantages,opportunities and threats of rural tourism development.With the investigation of the local tourism,based on the theory of sustainable development and marketing,this paper takes the construction of beautiful countryside,aiming to protect the intangible cultural heritage.This paper analyzes the target market and plans block layout from the perspective of tourism marketing.Meanwhile it puts forward the way to create brand culture.By improving basic conditions,inheriting paper culture,the suggestion is to combine paper culture industry with rural tourism development,and establish safeguard mechanism such as corresponding management,personnel training,scientific planning,environmental protection and the scientific information.All the means and methods will guide Dongyuan Village to revitalize the countryside,and provide experience and reference for other regions.This paper adopts a variety of research methods.Firstly,the literature research method,which widely collects the literature on rural tourism at home and abroad,provides a theoretical basis for this article.Secondly,the questionnaire survey method object to make a survey on the development of rural tourism in Dongyuan Village by the related 173 questionnairesis.Through the statistics and analysis,this paper summarizes the problems and development of Dongyuan Village's rural tourism and points out the suggestions for development;Thirdly,the research interview method is adopted when visiting the real site,conducting an exchange of information with tourists,local government and searching relevant materials and data for rural tourism.This article focuses on the following eight chapters.The first chapter is the introduction,which mainly introduces the definition of rural tourism,as well as background,significance,content and research methods;The second chapter is the literature review and theoretical basis,mainly discussing the research summary at home and abroad and the theories on rural tourism in Dongyuan Village's rural tourism development;The third chapter mainly analyzes the tourism resources of Dongyuan Village;The fourth chapter conducts SWOT analysis on the rural tourism development of Dongyuan Village;The fifth chapter investigates and analyzes the market of rural tourism development in Dongyuan Village;The sixth chapter talks about the development and puts forward the suggestions for the rural tourism ofDongyuan Village;The seventh chapter is the conclusion,which summarizes the full text and proposes the prospect. |
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