| In order to comply with the national policy and Market trend of cultural and tourism integration,and promote the transformation and upgrading of rural tourism,based on the perspective of cultural and tourism integration,this paper selects the beautiful countryside in Jiangning District,Nanjing City,Jiangsu Province as the research area,conducts empirical research with the method of questionnaire survey,analyzes the landscape preferences of the two major rural cultural and tourism industry stakeholders,tourists and villagers,and proposes improvement strategies based on this.Evaluating rural landscapes based on landscape preferences is beneficial for forming scientific landscape improvement strategies.Studying tourists’ preferences for rural landscapes can enhance the attractiveness of rural tourism and influence tourists’ tourism decisions;Studying the preferences of villagers for rural landscapes can better highlight their subjective consciousness,promote their active participation in rural cultural and tourism integration practices,and promote the sustainable development of rural landscapes and rural tourism.Five sample villages,namely Huanglongxian,Yangliu Village,Qianjiadu,She Village and Tangshan Qifang,Jiangning District,Nanjing City,Jiangsu Province,were selected as the empirical research objects.The research methods,such as literature analysis,field survey,photo simulation and mathematical analysis,were used to make a questionnaire by using standardized photos to simulate the actual landscape,so that the respondents could evaluate the rural landscape.Research has found that there are significant differences in the perception of rural heritage landscapes,settlement landscapes,and agricultural production landscapes between villagers and tourists.The reasons for this are as follows: firstly,villagers lack recognition of rural culture,while tourists lack a deep understanding of the rural landscape.Secondly,there is a contradiction between authenticity protection and commercial development in some rural landscape planning and design.However,the function of rural landscape science popularization education is weak,cultural attraction is insufficient,and cultural science popularization facilities are outdated.Once again,the level of participation of villagers in the rural cultural and tourism industry is insufficient.On the one hand,social capital occupies the participation space,and on the other hand,some villagers have a weak sense of subjectivity.Finally,some rural areas have failed to create attractive rural cultural and tourism brands.Propose targeted rural landscape planning and design strategies from the perspective of deep integration of culture and tourism development.The construction of rural landscape should first give consideration to the cultural value and viewing value of rural landscape,including reducing the cost of tourists’ acquisition of unfamiliar cultural landscape,shaping and maintaining rural cultural characteristics,developing cultural and tourism industry segments,and improving rural infrastructure construction.Secondly,the construction of rural landscapes should balance the cultural and commercial aspects of rural landscapes,as well as the cultural and commercial attributes of cultural and tourism products.Furthermore,rural landscape planning should enhance the social value of the development of the cultural and tourism industry,enhance the cultural awareness of villagers,build the identity of tourists and villagers,and continue the rural culture and history.Finally,the development of rural cultural and tourism needs to gather the joint efforts of the government,society,and villagers.By transforming government service and management functions,promoting cultural and tourism integration through social collaboration,stimulating villagers’ participation motivation,and changing the role of landscape designers,a cultural and tourism development pattern of joint construction,governance,and sharing should be formed. |
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