Study On Sustainable Development Of Rural Traditional Village Tourism From The Perspective Of Value Co-creation

The report of the 19th National Congress of the Communist Party of China pointed out that the main contradiction in China at this stage has turned into "the contradiction between the people’s growing needs for a better life and unbalanced and inadequate development".At present,the economic,political,cultural and ecological situation we are facing,the demand and government supply of various aspects of society are constantly changing.At the beginning of 2015,the Central "No.1 Document" put forward a new concept "rural traditional village tourism".So far,many scholars and experts have studied the development of traditional village tourism,and also put forward suggestions with the characteristics of tourist attractions.Although the tourism development of traditional rural villages is in full swing,there are still many problems,such as unclear development ideas,unclear development strategies,and poor follow-up operations.Guishan Village in Huai’an City,which has been selected as one of the first batch of key rural traditional villages in China and a typical case of rural traditional village tourism development,is very representative.Guishan Village is both a traditional village and an ancient village.Studying the development track of Guishan Village in Huai’an City from the perspective of value co creation has a strong theoretical value for the development of Guishan Village and even the traditional village tourism in China.Taking Guishan Village in Huai’an City as the research object,this paper conducts quantitative and qualitative evaluation on the tourism resources of Guishan Village by using literature reading,questionnaire survey,field survey,descriptive statistical analysis,empirical research(reliability analysis,validity analysis,correlation analysis,regression analysis)and other methods,and analyzes the current situation and development process of traditional village tourism in Huai’an Guishan Village,Put forward the mechanism and research hypothesis,and carry out empirical research to find out the problems existing in the development process of Guishan Village.Combined with the actual situation of Guishan Village,this paper puts forward several targeted countermeasures on the sustainable development of rural traditional village tourism.The study from the perspective of value co creation not only has theoretical and practical significance for Guishan Village,but also has reference significance for the development of traditional village tourism in other regions of China.