Evaluation And Regional Difference Of Rural Tourism Competitive Power In Hubei Province Based On Prefecture-city Level

The report of the 20 th National Congress of the Communist Party of China proposes to comprehensively promote rural revitalization.Rural tourism is a new type of agricultural industry,and it is also an organic combination of modern agriculture and sightseeing tourism.It can play a role in reallocating rural idle resources,integrating various rural functions,expanding the length and width of the agricultural industry chain,and thus forming a momentum that helps rural industry thrive.In this process,we will broaden the channels for farmers to increase their income and increase their income,thus making up for the shortcomings of building a moderately prosperous society in an all-round way.After the economic and social development has entered the new normal,rural tourism has increasingly become a new focus and growth pole for the development of China’s tourism industry.Therefore,as an important indicator to measure its development capacity,the competitiveness of rural tourism industry has become the focus of research and industry attention.This paper introduces the industrial competitiveness theory of Professor Porter,comprehensively reviews the domestic and foreign theoretical and practical researches in the field of rural tourism research.First,it accurately defines the basic concepts of rural tourism and industrial competitiveness,and takes the industrial competitiveness theory,tourism destination competitiveness theory and sustainable development theory as the research basis.Based on the theory of industrial competitiveness,a comprehensive evaluation index system of rural tourism competitiveness was constructed to measure the rural tourism competitiveness of 17 cities and prefectures in Hubei Province,and the scores of each aspect of the index were evaluated.By comparing the overall rural tourism competitiveness of 17 cities and prefectures in Hubei province and the regional differences of each secondary index,the causes of regional differences were analyzed.Research has found that:(1)Among the 17 cities and prefectures in Hubei Province,Wuhan has the highest comprehensive evaluation of rural tourism competitiveness,Xiangyang,Yichang,Enshi,Xiaogan,and Suizhou have the highest evaluation,Ezhou,Jingzhou,and Jingmen have the lowest evaluation,and Shiyan,Xianning,Qianjiang,Xiantao,Tianmen,Huanggang,Huangshi,and Shennongjia have the lowest evaluation.(2)In terms of rural tourism production factors,Enshi and Yichang are the top echelons,while Huangshi and Xianning are the tail echelons.In terms of market demand,Wuhan and Xiangyang are the top tier,while Shiyan and Shennongjia are the tail tier.In terms of auxiliary industries,Wuhan and Enshi are the top echelons,while Tianmen and Huanggang are the tail echelons.In terms of industrial management,Wuhan and Xiangyang are the top echelons,while Shiyan and Shennongjia are the tail echelons.In terms of government,Wuhan and Xiangyang are the top echelons,while Shiyan and Suizhou are the tail echelons.In terms of opportunities,Wuhan and Enshi are the top echelons,while Huangshi and Qianjiang are the tail echelons.(3)The insufficient competitiveness of rural tourism in Hubei Province is mainly reflected in the low level of driving,leading,and radiating influence of the tourism industry on other industries,the lack of development momentum represented by infrastructure,and the weak ability to explore potential opportunities.(4)Based on the current development goals and strategic positioning of rural tourism in Hubei Province,this paper proposes strategies to enhance the competitiveness of rural tourism industry by enhancing the driving ability of rural tourism to rural industries,strengthening the construction of rural tourism hard and soft power,adopting various marketing models,identifying shortcomings,and making up for deficiencies.