The Research of The Strategies of Improving The Culture Level of Peasant Household Tourism Products

摘要

In recent years, rural tourism products which are focusing on farm house enjoyment is developing fast in many places of China. However, problems exist at the same time. There are lots of problems in peasant household tourism development, and the basic one is its shallow cultural connotations and low cultural tastes. Therefore, peasant household tourism must pay attention to enrich the cultural connotation and improve the cultural taste to maintain its enduring attractiveness and strong vitality, and to realize the sustainable development. Peasant household tourism, one form of the rural tourism, is popular at the suburb of Chengdu since 1990s. it has been developing for more than twenty years in China. In the process, peasant household tourism meet the needs of citizens in modern cities, to return to the basics and back to nature. It improves the structure of China's tourism products and has become the splash of the increase of China's tourism economy. However, as farm house enjoyment is developing, problems appear. This situation has arisen the attention among academic circles, and a lot of scholars analyze the problems which are existed in the development of peasant household tourism. At present, peasant household tourism has problems such as blind construction, lack of characteristics, single form and low tastes. On one hand, it is unable to meet the growing diversified demand of tourists. On the other hand, it lacks of stamina for sustainable development and is difficult to maintain long term attractiveness and vitality. Among the deficiencies and problems of the peasant household tourism, the lack of cultural taste is not only the fundamental flaw, but also the root cause of the low quality of peasant household tourism products. Hence, we are supposed to focus on problems such as how to enrich the cultural connotation of the peasant household tourism and how to improve the cultural taste.