Study On The Evaluation Of High-quality Development Of Rural Tourism In Tongliang,Chongqing Under The Background Of Global Tourism

The report of the 19th CPC National Congress pointed out that China’s economy has changed from a high-speed development stage to a high-quality development stage.The central economic work conference pointed out that we should focus to the important position of the Rural Revitalization Strategy in promoting high-quality economic development,in 2018.Rural tourism plays an important function in adjusting rural industrial structure,promoting rural transformation and realizing rural revitalization,as an emerging industry.At present,with the support of government policies,rural tourism has developed rapidly and achieved remarkable economic and ecological benefits.However,in some areas,there are also a series of problems,such as low industrial efficiency,insufficient development power,serious homogenization and so on.As a new development concept,global tourism brings a new development orientation to rural tourism,plays an important guiding role in solving the current problems,and also provides a new research perspective for this paper.Based on the in-depth analysis of the literature and cases of high-quality development of rural tourism at home and abroad,this paper establishes the research theme.Taking Tongliang District of Chongqing as the research area,through yearbook data collection and field investigation and visit,we have mastered the resource conditions,development and market status of rural tourism in Tongliang district.Based on the mastered tourism resources and industrial distribution,Tongliang district is divided into six rural tourism gathering areas,such as Anju,Shaoyun,Nancheng,western suburb,Shuangshan and Yuqingshan.Starting from the background of global tourism,this paper constructs a theoretical basis based on industrial integration theory,stakeholder theory and sustainable development theory.Using the multi index comprehensive evaluation method,this paper constructs the evaluation index system of high-quality development of rural tourism in Tongliang from three aspects:social benefits,economic benefits and ecological benefits.The secondary indicators include six dimensions : industrial efficiency,industrial integration,ecological civilization,infrastructure,service level and improving people’s livelihood.Under different dimensions,14 specific tertiary indicators are selected,including tourism income,number of tourist reception,forest coverage,number of days with excellent air,numbers of star rated “Happy farmhouses” and rural hotel,numbers of tourist toilets,numbers of A level scenic spot,numbers of tourism workers and numbers of tourism complaints,The comprehensive score of high-quality development of rural tourism is calculated by entropy method,and the high-quality development of rural tourism in Tongliang district and the six gathering areas from 2014 to 2020 is evaluated.The results show that :(1)during the research period,the high-quality development of rural tourism in Tongliang has been steadily improved year by year,and the ecological,economic and social benefits have been improved,but the growth rate of high-quality development of rural tourism has slowed down gradually;(2)There are significant differences in the quality development of rural tourism in each community area.The best developed rural tourism is in the western suburbs near the central city.,followed by Anju and Nancheng gathering areas,and the overall score of less than,Shuangshan and yuqingshan gathering areas is low;(3)The growth rate of high-quality development of rural tourism in each gathering area is inconsistent,and the balance of high-quality development of rural tourism is poor.In view of a series of specific problems existing in the high-quality development of rural tourism in Tongliang,such as lack of development of tourism resources,insufficient integration of culture and tourism,single business format,imperfect supporting facilities and low level of service quality,combined with the background of global tourism development,this study puts forward the corresponding development paths as follows :strengthening infrastructure construction,improving tourism service quality,strengthening the integration of culture and tourism industry,optimizing tourism environment and promoting the per capita income of rural residents,Improve people’s happiness in life and finally achieve common prosperity.