Research On Management Of Rural Touristm Scenic Spots In Heilongjiang Province

With the rise of experiential tourism,holiday tourism,short distance surrounding tourism and rural tourism has developed rapidly.As a major agricultural province,Heilongjiang Province has gradually developed its rural tourism.Under the background of the constant development of the rural tourism industry in Heilongjiang Province,the continuous influx of social capital has spawned a large number of rural tourism scenic spots and become the main force in the development of the rural tourism industry.Rural tourism scenic spots are rich in formats,diverse in activities,and popular with tourists.However,problems in management of some scenic spots are increasingly prominent which affect the long-term sustainable development of rural tourism scenic spots.In addition,rural tourism scenic spots are all profit-oriented economic organizations,which belong to the category of enterprises and are different from museums,memorial halls,red tourism bases and so on which aim at public welfare.In view of this,how to strengthen management and promote its long-term sustainable development has become an important topic of concern in the theoretical and academic circles.This paper takes Heilongjiang Province's rural tourism scenic spots as an example.Firstly,it expounded the research background,purpose and significance of rural tourism scenic spot management,and introduced the research status at home and abroad,reviewed research results,and explained the research content and methods of this paper.Secondly,it explained the concepts of rural tourism,rural tourism scenic spots and management of tourism scenic spots,and introduced sustainable development theory,experience economy theory,stakeholder theory and the life cycle theory of tourism destinations related to them.Then,the general situation of rural tourism scenic spots,development process,development characteristics and development mode of rural tourism resources in Heilongjiang province is introduced in detail.Based on the analysis of the survey data of 20 rural tourism scenic spots,the problems existing in the management of rural tourism scenic spots are put forward,such as blind development of tourism projects,imperfect infrastructure,destruction of ecological environment,serious homogenization of scenic spots,low visibility of scenic spots and weak service awareness of employees.The paper analyzed the causes of the problems.Based on the experience of the management of rural tourism scenic spots in the United States,Britain andJapan,as well as in Sichuan,Fujian,Henan,etc.,it obtained the hints for the management of rural tourism scenic spots in Heilongjiang Province.Finally,some countermeasures were put forward,such as strengthening planning and design,expanding sources of funds,insisting on sustainable development,speeding up the optimization,upgrading of scenic spots,innovating marketing methods and strengthening the training of employees.