Through reviewing development of China's rural tourism industry, its history, scale, geographical distribution and development form was introduced briefly, and then motives of rural tourism development were analyzed from the perspectives of restructuring of tourism industry, agricultural restructuring, economic foundation, time foundation and spiritual needs. Common problems in the present rural tourism development were proposed as: aggravated environment pollution, low-grade product and insufficient participatory contents, ineffective marketing means, and shortage of talents. In view of these problems, innovative development strategies of rural tourism industry were studied, and it was proposed that environmental pollution supervision should be enhanced from all aspects of developer, manager, tourist and government; diversified tourist products should be developed, such as participatory products for tourist experiencing public-spirited characters, obtaining knowledge of rural areas, renting "Happy Farm", and taking wedding photos; various propagation means can be applied in marketing to enhance the brand building; training talents for rural tourism development in various means.%从乡村旅游的发展概况入手,简要介绍了乡村旅游的发展历程、发展规模、地理分布区域、开发形式,并从旅游业结构调整、农业结构调整、经济基础、时间基础、精神需求方面解析了乡村旅游的发展动因.分析了乡村旅游现存的普遍问题,重点在于环境污染加剧、产品层次初级化且体验性不足、缺乏有效的市场营销手段、缺乏乡村旅游人才.在此基础上就乡村旅游的创新性发展策略展开研究,强调应从开发者、经营者、游客、政府层面加强对环境污染的监管；开发诸如公益性角色体验类、乡村大学堂学习类、开心农场租赁类、婚纱摄影外景基地等多样化旅游产品；在营销策略上注意采用多样化的推广手段、加强品牌建设；强调以多种方式培养乡村旅游人才.
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