Guidelines Policy for Rural Tourism in Zhumadian
Abstract
Background and Aim: Since 2011, Zhumadian city, Henan Province, has made significant progress in developing its rural tourism sectors, driven by governmental support and guidance. However, this rapid growth has also uncovered challenges, such as a relatively uniform development model, an underwhelming destination image, outdated marketing strategies, limited tourism information accessibility, and environmental degradation. This study aims to comprehensively understand these issues and propose effective policies to enhance rural tourism development in Zhumadian. City.
Methodology: Adopting a Research and Development approach, this study integrates qualitative and quantitative methods. Initially, a literature review was conducted to establish a theoretical foundation by analyzing rural tourism development models and sustainable development theories. There are 10 rural government cadres in Zhumadian, 20 Tourism bureau-related staff, and 5000 tourists. This was followed by a questionnaire survey to gather data on tourists’ participation, needs, and preferences in Zhumadian’s rural tourism. Furthermore, interviews with 10 government officials, 20 tourism bureau-related staff, and 357 tourists were conducted to explore their insights on designing and implementing rural tourism models. Based on these discussions, a policy guide tailored to Zhumadian’s context was formulated. Finally, an expert seminar evaluated the effectiveness of this model.
Results: The findings reveal several key issues impeding the economic development of rural tourism in Zhumadian. These include a limited range of development models, inadequate destination branding, outdated promotional techniques, low information technology integration, and environmental concerns. Additionally, a SWOT analysis and tourist satisfaction surveys provided deeper insights into the challenges and opportunities facing rural tourism in the region.
Conclusion: This paper offers a practical framework for enhancing rural tourism development in Zhumadian, grounded in the 4M theory and sustainable development principles. The proposed policy guide is expected to provide theoretical support for the city’s continued growth and sustainability within Henan Province. Moreover, it serves as a reference for similar rural tourism initiatives in other parts of China, highlighting the importance of integrated strategies that balance economic progress with environmental and cultural preservation.
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