Study On The Optimization Of Policy Tools For Rural Tourismin Jinan

As a comprehensive new industry integrating economic,social,cultural and ecological benefits,rural tourism is increasingly playing a vital role in adjusting the dual structure of urban and rural areas,promoting the transformation and upgrading of agriculture,boosting farmers’ income and even the comprehensive revitalization of rural areas,injecting a strong industrial impetus for rural revitalization.The healthy development of rural tourism cannot be achieved without the promotion and support of policies.In recent years,under the impetus of the central government,local governments at all levels have been vigorously developing the rural tourism industry through the use of various policy tools.These policies have provided both the driving force for rural tourism development and a strong institutional guarantee for the standardised operation of the rural tourism market,but at the same time there are also a series of problems such as an imbalance in the proportion of policy instruments,insufficient exploitation of rural values and inadequate public participation.Based on this,this paper presents a quantitative analysis and evaluation of the rural tourism policies formulated in Jinan,Shandong Province,since 2011,with the aim of exploring and analysing the problems in the selection and application of rural tourism policy tools in Jinan and their mechanisms,and making suggestions for optimisation,in order to contribute to the scientific formulation and effective implementation of rural tourism policies in Jinan,and to promote the high-quality and healthy development of rural tourism.It is hoped that this will contribute to the scientific formulation and effective implementation of rural tourism policies in Jinan,and to the promotion of high-quality and healthy rural tourism development.Taking Jinan as an example,this study collected,screened and collated the rural tourism policies of Jinan through the official government websites of Jinan Municipal Government,Jinan Culture and Tourism Bureau,Jinan Agricultural and Rural Bureau,and Beida Fabao,and visited the Jinan Culture Bureau and Tourism Bureau,and Jinan Municipal Archives,and finally screened out 40 policy samples.The selected texts were then read and coded one by one to construct a dimensional analysis framework of "policy instrument(X)-policy value objective(Y)-policy target(Z)",and the policy texts were coded and categorised with the help of Nvivo12 software to To quantify the selection and application of policy tools for rural tourism in Jinan,the Nvivo12 software was used to categorise the policy texts.Subsequently,in order to make the analysis results more systematic and scientific,eight representative policies were selected from the obtained policy samples and a PMC policy index model was constructed for quantitative evaluation.On this basis,the results of the analysis of policy text dimensions and the quantitative evaluation of representative policies are combined to summarise the problems of rural tourism policy tools in Jinan,analyse the causes of the problems,and finally propose countermeasures for the optimisation of rural tourism policy tools in Jinan.The study found that the problems with the policy tools for rural tourism in Jinan include:firstly,the basic policy tools are unreasonably structured,with environmental policy tools dominating;secondly,the policy tools are not well matched to the policy value objectives,with fewer policy tools geared towards ecological and cultural values;thirdly,the needs of the participating subjects have not yet been met,with a wide range of concerns for different participants;fourthly,the operability of policy implementation is Fourth,the operability of policy implementation is relatively low.In response to the problems identified in the study,and based on an in-depth analysis of their causes,specific optimisation paths are proposed,such as strengthening the synergistic application of rural tourism policy tools,optimising the rural tourism policy system and supporting mechanisms,and optimising policy tools with process factors.