我国乡村旅游可持续发展问题与对策研究

乡村旅游是生态旅游与农业旅游结合而演化出来的一种新型旅游方式。生态旅游既包含自然生态旅游，也包含人文生态旅游，旅游者选择这种旅游方式的原始动机是对大自然和先祖生活方式的双重回归。乡村旅游在我国刚刚起步，存在着投资与经营规模小、地区分布与组织形式散、项目低水平重复设置、市场竞争秩序乱的局面，以及活动项目形式单一、环境卫生面貌亟待改善、接待设施城市化、利益分配不均导致市场信誉不良等问题。要解决这些问题加强引导、科学规划、合理布局；质量管理、服务指导、监督保障；规范经营、保持特色、提高质量；产品创新、机制创新、组织创新。

SUSTAINABLE DEVELOPMENT OF RURAL TOURISM IN CHINA:CHALLENGES AND POLICIES

Rural tourism, as a new way of tourism evolved from the combination of ecotourism and agrotourism, has ideological roots in the double regresses to the nature and the life style of ancestors, which are also the original motivations of the tourists taking this tourism form. There is a growing trend of rural tourism in China. The purpose of this paper is to identify such the challenges and problems encountered by the rural tourism businesses in China as limits to the investment and operation scales, disperse in geographical distributions and slack in organizations, repeat in project constructions with a low level, and disorders in market competition, as well as monotony in product designs, environmental declines, urbanization of accommodation establishments, and the badness of credit standings in market, resulting from the unfair distribution of benefits from rural tourism development. To solve these problems, following measurements need to be undertaken, including enhanced conduction, scientific planning and appropriate layout; quality management, service instruction and monitoring ensurence as well as innovations in product design, mechanism and organization structure.