Research On The Improvement Of The Competitiveness Of The Rural Tourism Industry In Heilongjiang Province

In the report of the 19 th National Congress of the Communist Party of China,five requirements are put forward for the revitalization and development of rural areas in the future: "industrial prosperity,ecological livability,rural civilization,effective governance and rich life".Among them,industrial prosperity is the most basic and key task.Industrial prosperity is not only the rapid development of agriculture,but also the integration of the first,second and third industries.Rural tourism industry is an organic combination of agriculture and tourism.In recent years,it has a good development trend,strong development momentum and huge development potential.It also has become an important support for the prosperity of rural areas and a new focus and growth pole of tourism development in China.At the same time,rural tourism,as one of the important channels to increase farmers' income,can reallocate rural resources,integrate rural functions,coordinate the integrated development of urban and rural areas,and play a sustainable role.The positive role of "hematopoietic" quality-oriented poverty alleviation and targeted poverty alleviation makes rural tourism more and more widely concerned by academia and industry,and the research on rural tourism competitiveness has also become the forefront of modern tourism research.As a major agricultural province,Heilongjiang Province has made some achievements in the development of rural tourism industry,but the obstacles still exist,the development bottleneck is increasingly apparent,and the competitiveness of rural tourism industry is relatively weak.The strategy of improving rural tourism competitiveness is lack of scientific and effective planning and design,the relevant policies and regulations are still in the exploration stage,and there are generally big or small difficulties in rural tourist attractions.This paper introduces the competitiveness theory into the field of rural tourism research,summarizes the research results of rural tourism theory at home and abroad,defines the basic concepts of rural tourism,industrial competitiveness,competitiveness of rural tourism destinations and competitiveness of rural tourism industry,then based on the industrial competitiveness of the baud diamond model,comprehensively selects the competitiveness of rural tourism industry.The results show that the competitiveness of rural tourism industry in Heilongjiang Province has the advantages of rich natural resources,sound soft service industry and perfect rural health care,etc.The shortage of human resources,weak auxiliary industries,insufficient policy investment and limited potential demand.Finally,combined with the current development objectives and strategic positioning of rural tourism industry in Heilongjiang Province,this paper puts forward the strategies to enhance the competitiveness of rural tourism industry in Heilongjiang Province,namely: cultivating professional talents,improving service quality,integrating resource elements,promoting the integration of culture and tourism,scientific planning and design,ensuring long-term sustainability and broadening marketing channels,and focusing on Intelligent Tourism.The research results provide the basis for Heilongjiang Provincial Department of culture and tourism and other relevant departments to formulate rural tourism development policies.