| Rural tourism is an important part of the cultural industry with rural characteristics,an important carrier and platform to improve the level of industrial development in rural areas and revitalize the rural economy.The outbreak and pandemic of the novel coronavirus epidemic worldwide in 2020 has had a significant impact on people’s social behavior,leisure ways and consumption patterns.With the characteristics of low density,naturalness and short distance,rural tourism quickly recovered after the epidemic was effectively controlled,and became the first choice for residents to relax and parent-child activities.Linzhi City is an important tourism city in Tibet,and rural tourism is an important project of Linzhi’s tourism industry.In 2021,Linzhi City will achieve rural tourism revenue of 178 million yuan,a year-on-year increase of 48.33%,showing a strong recovery momentum.Therefore,this paper takes Linzhi City as an example to discuss the optimization of the development and utilization of rural tourism resources.Through consulting materials and field visits,this paper has learned about the basic situation and development and utilization of rural tourism resources in Linzhi City,comprehensively analyzed the opportunities,threats,advantages and disadvantages faced by the development and utilization of rural tourism resources in Linzhi City,and evaluated the efficiency of the development and utilization of rural tourism resources in Linzhi City using the data including analysis method(DEA).The main conclusions are as follows:(1)The number of representative tourism resources in Linzhi City is 151,which can be classified into 6 main categories,23 subcategories and 68 basic types.Most of them are physiographic landscapes and water landscapes.The ratio of astronomical phenomena to climatic landscapes is relatively low,and they are concentrated near the the Yarlung Zangbo River,Palong Zangbo River and Cuogao Lake.The proportion of single tourism resources at the first and second levels is 39.74%,which has a good foundation for the development of rural tourism resources.(2)The developed rural tourism projects in Linzhi City can be divided into five types: leisure vacation type,festival culture type,rural thematic type,natural scenic spot type and tribal culture type.The tourism infrastructure of Linzhi City continues to improve,the number of farmers and herdsmen’s family hotels,hotels and restaurants continues to grow,and the annual reception capacity of tourists has significantly improved.Various forms of publicity activities have been organized,and Ctrip,Tuniu and other tourism publicity platforms have been settled,so the rural tourism exposure has increased.To sum up,the development and utilization of rural tourism resources in Linzhi City should fully tap and develop its own advantages,make up for its own disadvantages,seize development opportunities,and improve its ability to prevent and respond to development threats.(3)The input-output efficiency of the development and utilization of rural tourism resources in Linzhi City is not DEA effective in 2017,2018 and 2020.There are too many input factors or insufficient output in some indicators.The low scale efficiency offsets the positive impact of technical efficiency on the overall efficiency;The input-output efficiency in 2019 and 2021 is in a strong effective state of DEA,and the development and utilization efficiency of rural tourism resources is ideal.Based on the analysis results of DEA Model,as well as in order to continuously optimize the configuration of rural tourism resources for Linzhi City,enhance the development and utilization efficiency of rural tourism resources,it is believed that Linzhi City needs to optimize the input factors of rural tourism in this paper.Meanwhile,it is required to reinforce the brand building of Linzhi’s rural tourism through enriching the cultural connotation of rural tourism products,empower the rural tourism by applying the digital economy,carry out the measures e.g.promotion activities in low season for tourism etc.so as to improve the output for the development and utilization of rural tourism resources. |
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