Research On The Development Of Rural Tourism Industry In Xi’an

Rural tourism is a new form of combining agriculture and tourism,agricultural landscape and rural space to attract tourists to go to countryside to have a vacation and shopping,that is,making full use of agricultural resources such as forestry,animal husbandry and fishery to develop tourism products and provide tourists with in-depth experience services.Rural tourism is an important way to balance urban and rural area development and narrow the gap between urban and rural areas,promote the income and employment of farmers,promote the construction of new rural areas,and realize the transformation and upgrading of agricultural development and industrial structure.The development of rural tourism in Xi’an began in the 1990 s,it has become an important industrial sector of rural social and economic development.At present,most of rural tourism in Xi’an is self-operate,lacking of reasonable overall planning,which leads to the imbalance of rural social and economic development and affects the healthy development of rural tourism.Therefore,a correct understanding of the connotation of rural tourism and a reasonable planning of rural tourism is the premise and effective means to achieve the sustainable development of rural tourism in Xi’an.Based on the perspective of industrial competitiveness,this paper aims at the reality of Xi’an rural tourism industry and constructs the evaluation system of Xi’an rural tourism industry competitiveness by using Michael Porter diamond Model,relevant economic theory and some provincial and municipal rural tourism evaluation standards.It also finds the significant effect factors of rural tourism development by principal component analysis to form the comprehensive evaluation of Xi’an rural tourism industry competitiveness.Finally,this paper puts forward corresponding countermeasures and suggestion through the successful experience at home and abroad.The conclusion of this paper is that there is a big gap between the comprehensive competitiveness of Xi’an rural tourism industry and that of in Chongqing,Chengdu and Luoyang.In addition to being competitive in the international market and in the industrial support system,it is deficient in the utilization of natural resources,domestic marketization,the vitality of enterprises,the degree of government support,the analysis of regional economy and conditions,product innovation,talent support,etc.It is suggested to solve the problems of resource utilization and regional economic conditions through the integration of tourism resources,to solve the problems of lacking of marketization subject,backward development mode,supply of funds and personnel through expanding the enterprise platform,to solve the problems of investment of infrastructure,policy innovation,project service management and cooperation through strengthening government support,to solve the problems of brand and industrial competitiveness through product format innovation.