Research On Development Strategy Of Eco-Leisure Tourism In Fazhan Village Of Yingjing County

The “Proposal of the Central Committee of the Chinese Communist Party on Drawing Up the 14 th Five-Year Plan for National Economic and Social Development and Long-Range Objectives for 2035” clearly put forward the comprehensive implementation of the rural revitalization strategy,which is required to create eco-leisure tourism with a distinctive theme culture,coping with the increasingly diverse tourist needs and prominent supply and demand contradictions.This strategy will help promote the transformation and upgrading of tourism,and will play a key role in the protection of traditional villages and rural landscape,the enrichment of rural economic formats,and the expansion of farmers income.In recent years,the Fazhan village,located in the Longcanggou town,Yingjing county,Ya’an city,has achieved remarkable results on the vigorous development of ecoleisure tourism through taking the opportunity of the pilot reform and constructing the south entrance community of the panda national park,and relying on the resources of exquisite scenic spots such as Zhuoshan and Longcanggou in the countryside.Before the Covid-19 epidemic in 2019,400,000 tourists were received in the whole year.With the normalization of epidemic prevention and control,the tourism industry in the village also showed a gradual warming trend.With the normalization of epidemic prevention and control,the tourism industry in the village also showed a gradual warming trend.Although great progress has been made in recent years,there are still some problems in the development village,such as low popularity,few holiday tourists,homogenization of tourism services,poor economic benefits and so on.Based on the in-depth understanding of the current situation and the SWOT analysis method,this paper puts forward that the government led rural tourism has some problems,such as inaccurate market demand positioning,imprecise planning and control,single project capital investment channel,insufficient tourism marketing and so on.At the same time,it also analyzes the internal advantages of the development of characteristic tourism in the village,And the opportunities and challenges it faces.On the basis of in-depth research,this paper conducted questionnaire survey and interviews with local home stay,farmhouse catering operators and village committee managers,and proposed that the local government should highlight the theme of giant panda culture,formulate and develop eco-leisure tourism plans from a high starting point,and scientifically set up the expected goals consistent with reality,further explore selling points,highlights and tipping points,strengthen the construction of high-quality projects,study the pragmatic and effective investment mechanism and benefit-sharing mechanism,and finally form its unique development path.It is hoped that the research results of this study can provide a strong basis and solution for the eco-leisure tourism in Fazhan village and provide a useful reference for the development of this type of characteristic eco-leisure tourism.