Research On The Selection And Optimization Of Rural Tourism Promotion Strategies For Rural Revitalization In Fengsheng Town

The report of the 19 th National Congress of the Communist Party of China proposed the strategy of rural revitalization,and various regions implemented the 20 word general requirements of "prosperous industry,livable ecology,civilized rural culture,effective governance,and prosperous living".The nation needs to be revitalized,and the countryside must be revitalized.The report of the 20 th CPC National Congress pointed out that we should accelerate the construction of a Dual circulation,focus on promoting high-quality development,and comprehensively promote rural revitalization.Rural tourism has become a new force for rural revitalization and a new driving force for agricultural and rural development.Grassroots governments,as the implementing entities of the rural revitalization strategy,study the strategic choices of grassroots governments in the process of revitalizing rural areas through the development of rural tourism.This has a guiding role for towns(townships)that achieve rural revitalization through the development of rural tourism,and helps towns(townships)that develop rural tourism through characteristic culture to achieve comprehensive rural revitalization.Fengsheng Town is a famous historical and cultural town in History of China,with rich tourism resources.In the context of rural revitalization,Fengsheng Town relies on ancient town tourism to drive rural tourism,and has walked out a successful path of rural tourism revitalization.This article takes Fengsheng Town as a case study of developing rural tourism and revitalizing rural areas,focusing on the selection and optimization of grassroots government strategies.Through literature research,case analysis,and interview methods,the government tool theory is used to analyze the government tools and characteristics chosen by grassroots governments in the process of developing rural tourism and revitalizing rural areas.Research has found the following problems:insufficient cultural protection and inheritance,which restricts core competitiveness;Insufficient depth of tourism resource development hinders sustainable development potential;Insufficient market cultivation and difficulty in upgrading industries for development;Infrastructure needs to be improved,and development shortcomings are gradually emerging;The bottleneck of talent reserve has not been broken,and the long-term development momentum is hindered.Analyze the main reasons for the above problems: the government values economic development over cultural protection and inheritance;Insufficient market research and biased market positioning;Insufficient industrial integration and supply side imbalance;Insufficient financial support and difficulty in advancing infrastructure construction;The dual constraints of policy and environment make it difficult to break through talent introduction.In order to better play the role of grassroots governments in the process of rural tourism revitalization,five suggestions have been proposed to optimize government strategies: firstly,to strengthen the protection of ancient towns and the inheritance of intangible cultural heritage,enhance tourism competitiveness,start with establishing a mechanism for protecting ancient towns,empower tourism development with intangible cultural heritage,and expand diversified investment channels;The second is to deeply develop rural tourism resources,enhance development potential,calibrate target market positioning through market research,optimize business environment,and introduce social capital to participate in the protection and development of tourism resources;The third is to cultivate a standardized market,promote the integrated development of primary,secondary,and tertiary industries,cultivate distinctive products to enrich market supply,cultivate market operators to expand product sales,standardize market operation order,and achieve deep industrial integration and high-quality development;Fourth,improve infrastructure construction,break the development gap,supplement hardware and software facilities,create digital scenic spots,improve the standardized service quality of scenic spots,and build beautiful villages through urban and rural Environmental remediation;The fifth is to increase talent introduction and reserve,enhance development momentum,increase talent introduction,training,and strengthen the construction of grassroots organizational teams,and reserve talents for rural revitalization.Intended to provide rich experience for the in-depth promotion of the national rural revitalization strategy.