Analysis On The Market Structure And Its Optimize Allocation Of Wendeng District Of Weihai City Rural Tourism

Implementing the strategy of Rural Revitalization is a major decision made by the Nineteenth National Congress of the CPC.It is the general approach to resolve the "agriculture,countryside and farmers" in the new era.While rural tourism,as a kind of tourism industry with the characteristics of rural culture,folk customs and pastoral scenery,plays an active role in rural prospering and increasing farmers' income,which has already become an important driving force for rural revitalization.However,in the process of rural tourism development,it still has some bottlenecks,such as limited development potential and backward development concept etc.Analyzing the contradiction between the supply and demand of rural tourism market and optimizing the market allocation will greatly promote the high-quality development of rural tourism.Based on the analysis of the supply and demand of rural tourism in Wendeng district,this paper probes into the contradiction between supply and demand of rural tourism in Wendeng district,and further puts forward the optimization strategy.From March to December 2018,a comprehensive survey on rural tourism in Wendeng district was conducted to collect relevant data and materials on rural tourism in Wendeng,conducted in-depth interviews with about 50 people including rural tourism operators,villagers,investors and heads of industry authorities,and collected information on 138 rural tourism project sites in Wendeng,and collected a total of 11018 comments from 50 rural tourism project sites.The analysis led to the following conclusions:1.The supply level of rural tourism is pyramidal.The demand of rural tourism is characterized by "three peaks",and the tourists' experience tends to be homogeneous.It is more accurate to extract the characteristics of rural tourism demand through network text analysis.2.The contradiction between the supply and demand structure of rural tourism is prominent.The overall supply quality of rural tourism is not high,and the level of regional development is not balanced.The level of consumer demand is low,and the trend of demand outflow is obvious.There are few high quality rural tourism projects with high degree of attention and satisfaction in the region,and most of the projects have low degreeof attention and satisfaction.This paper is a general analysis of the supply and demand aspects of the market structure in Wendeng,in the follow-up study,we can further strengthen the research on the theory of rural tourism market structure,and make a comprehensive analysis of rural tourism market structure from various angles to enrich the research content of rural tourism market structure.