Research On The Development Countermeasures Of Rural Homestay Industry In Jizhou District Of Tianjin Under The Background Of Comprehensive Tourism

With the steady growth of the economy and the increase in the disposable income of residents,the tourism industry has developed rapidly.There are few activities in traditional sightseeing tours,while diversified leisure tourism can provide tourists with novel experience and occupy part of the market.Rural tourism,which allows people to get close to nature,relax,and experience deeply,is rapidly emerging,becoming a new choice for more and more consumers.Rural homestay industry,as one of the core products and main forms of rural tourism,has gradually entered the public field of vision and attracted more and more academic and industry attention.Jizhou district of Tianjin is one of the first national comprehensive tourism demonstration zones.The exploration of rural tourism started early and has developed rapidly.The rural tourism has achieved remarkable and excellent results and has become a model for the development of rural tourism and homestay industry in Tianjin.Combined with the development direction of comprehensive tourism,this paper analyzes the development modes of the rural homestay industry in Jizhou district,identifies the problems existing in the development process and puts forward improvement countermeasures.Its experience is instructive to other agriculture-related administrative areas in Tianjin.This research is based on sustainable development theory,industry integration theory,perceived value theory and tourism experience theory.Firstly,literature research method is used to analyze the factors of the development of homestay industry under the background of comprehensive tourism combined with the status of the rural homestay industry in Jizhou district.The factors are summarized into four categories: policy factors,tourism resource factors,industry factors and personnel factors.Secondly,sort out the data obtained from literature research and interviews,summarize the development models of rural homestay industry in Jizhou district as villagers’ self-operated mode,leasing self-operated mode,enterprise operation mode,chain brand + peasant household mode,enterprise + peasant household mode,community + peasant household mode.Then the questionnaire survey method is used to investigate customer satisfaction of rural homestay industry in Jizhou district,focusing on the data analysis results and current situation,find out the main problems,including: market supervision is not standard;infrastructure construction is not perfect;weak core competitiveness and insufficient internal development motivation;weak ability of publicity and promotion,customer market is difficult to expand;loopholes in operation and management.Then,using the methods of literature research and benchmarking,this thesis makes a comparative study on the development experience of rural homestay industry in Britain,France and Japan,Taiwan of China and Deqing of Zhejiang and finds commonalities.Finally,in view of the problems,put forward development and improvement strategies.It is suggested that we need to emphasize the protection of resources and the ecological environment.It is suggested to improve the supervision mechanism and multi-party joint supervision through three specific measures:improve laws and regulations to standardize the development of homestay facilities;set up a joint supervision team with multi-party participation;establish information feedback and punishment mechanism.It is recommended to make up for the shortcomings of infrastructure construction and rationally plan the development of homestay.It is recommended to optimize homestay products and increase core competitiveness by deeply explore cultural connotation and create differentiation;improve service levels and narrow the quality gap and integrate resources to develop new business forms of "homestay +".Through clear positioning,precise marketing;enrich the modes of publicity to focus on marketing and publicity to create an overall brand image.It is suggested to explore new modes of human resources such as reserve professional talents actively;cultivate compound employees;jointly develop and share human resources.This study will provide reference for the upgrading of rural homestay industry in Jizhou district,and also help to deepen the cross-research results of the comprehensive tourism and homestay industry.