关键词：
Zhenjiang
Rural
tourism
resources
Exploitation
摘要：
Rural tourism, i.e., agrotourism, is the newly-exploited tourism product[1] with agricultural production, rustic view, rural life and rural custom as the main carrier and with agriculture and countryside as the tourism resources. Zhenjiang City is in possession of adequate source markets, abundant rural tourism resources, good tourist ecological environment and profound culture. The pleasant ecological environment and charming rural scenery provide the development of rural tourism in Zhenjiang with exceptional advantages. The exploitation of rural tourism not only promotes the exploitation and development of agricultural tourism in Zhenjiang, but also improves the structure of tourism product, simulating the healthy development of rural economy. Through the analysis of the exploitation advantage of the rural tourism resources in Zhenjiang, the author analyzed the exploitation situation and existing problems of the rural tourism resources in Zhenjiang. The author considered that the rural tourism development in Zhenjiang was lack of unified planning; the cultural content of tourism product was low; the development depth was not enough; the construction of infrastructure was lagging behind; and meanwhile, it was lacking of funding, tourism program and advertising promotion. In the light of the above deficiencies, a series of countermeasures of rural tourism exploitation was put forward, that is, to complete the exploitation planning of the rural tourism resources, promoting the cultural taste of the rural tourism product; to enhance the publicity of the rural tourism, highlighting the brand feature of local tourism and creating high-quality product; to conduct standard management, strengthening the training of tourism management personnel.
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