Study On The Competitiveness Improvement Of Rural Tourism Destinations In Pengshan District

In recent years,rural tourism has been developing in full swing in China,All parts of the country are sparing no effort to develop rural tourism,Rural tourism programs are also cropping up,Many projects not only provide accommodation,catering,leisure and other supporting facilities,And it is constantly improving its infrastructure.However,few rural tourism destinations can be seen by the public,due to the lack of competitiveness of most rural tourism destinations.This paper collects information by referring to the literature and government information of rural tourism in Pengshan District,as well as field visits and investigations.Through external macro environment PEST analysis model,internal development status RMP analysis model and internal and external situation comprehensive SWOT analysis model for in-depth analysis.PEST model is analyzed from the policy documents related to rural tourism,from the economic situation and the number of tourists in China and Pengshan District,from the living standard and the improvement of education level in society,and from the construction of ecological environment monitoring network and tourism road in technology.In terms of resources,the RMP model is analyzed from the classification and evaluation of rural tourism resources in Pengshan District.In terms of market,the personal information,consumption situation and tourism satisfaction of tourists are analyzed through questionnaire survey.In terms of products,the tourist attractions and characteristic food are analyzed.SWOT model analyzes the advantages from the natural environment,location conditions and longevity and health culture;analyzes the disadvantages from the low educational level of employees,insufficient publicity and marketing,insufficient integration of local culture and insufficient supporting facilities;analyzes the opportunities from the development driven by Chengdu metropolitan area and favorable policy environment.The threat is analyzed from the fierce competition of other tourist destinations and the improvement of tourists’ taste and demand.In-depth analysis of the three models shows that the problems such as lack of talents,lack of publicity and marketing,and lack of cultural construction have a great impact on the competitiveness of rural tourism destinations in Pengshan District.In view of the influencing factors,measures such as perfecting the talent system,strengthening the marketing,and building the cultural system are proposed to improve the competitiveness of rural tourism destinations in Pengshan District and provide theoretical support for improving its competitiveness.It can also provide reference for other destinations with similar problems in developing rural tourism around the country.