Research On The Development Of Rural Tourism Industry From The Perspective Of Industrial Chain

Since the 18th National Congress of the CPC,the CPC Central Committee with Comrade Xi Jinping as the core,has attached great importance to the work of the "three rural areas".In the report of the 20 th National Congress of the CPC,General Secretary Xi Jinping proposed the rural revitalization strategy and clearly emphasized that the implementation of the rural revitalization strategy should be given priority.With the continuous promotion of the rural revitalization strategy,a series of policies to support the development of rural industries have been released one after another,which also drives the continuous development of China’s rural tourism industry.Especially for Hainan Province,which is building a free trade port with Chinese characteristics and committed to building an international tourism consumption center,the development of rural industry,in addition to the development of characteristic and efficient tropical agriculture according to local conditions,rural tourism is a key industry that the government must attach great importance to and vigorously support.The purpose of this study is to investigate and study the rural tourism industry in Longgun Town,Wanning City,Hainan Province,through the study of industry chain and rural tourism-related literature as well as location theory,tourism place life cycle theory,industry integration theory and stakeholder theory,analyze the situation of tourism resources and development conditions,the current situation of rural tourism industry development,constraints,and development laws in the area,propose rural tourism industry development strategies on this basis,and hope to provide a reference for the development of tourism industry in more similar areas.Firstly,the thesis gives an overview of the rural tourism resources of Longgun Town,and analyzes the potential conditions for the development of rural tourism in Longgun Town by using SWOT analysis;secondly,the development of rural tourism in Longgun Town is investigated by means of questionnaires and interviews by selecting tourists,local people,town and village cadres,municipal functional departments and market bodies,and government officials;finally,the development of rural tourism in Longgun Town is investigated by means of questionnaires and interviews for the reasons that the leading role of the government is not obvious,the motivation of market bodies to promote the upgrading of the industry chain is poor,and the people’s willingness to participate.Finally,in view of the lack of government’s leading role,the poor motivation of market players to promote industrial chain upgrading,and the weak willingness of the public to participate,resulting in the lack of overall planning of tourism routes,the lagging construction of supporting infrastructure,the low quality of practitioners,the primitive single tourism mode and products,and the insufficient publicity and marketing efforts,combined with regional literature and theoretical research,as well as the author’s long-term grassroots work experience and in-depth communication with municipal departments,the results from Improve rural tourism development ideas,promote the tourism industry to upgrade the quality,innovation and high-quality supply of special tourism products,improve the effectiveness of tourism public services,strengthen the overall tourism brand marketing and other five aspects of rural tourism industry development strategies and specific ideas.