Through analysis on problems emerging during rural tourism development,the paper pointed out that the predicament of rural tourism development lied in aging,homogenization and initialization of tourist products.Then,it further analyzed reasons causing such predicament,and emphasized three aspects which were similarity and relative stability of tourist resources,dispersiveness and non-professionalization of development subjects,restriction and substitutability of industrial factors.On this basis,it discussed innovative strategies to solve these problems,and pointed out that innovation was the key to promote transformation and upgrading of rural tourism.The major tasks of rural tourism innovation were promoting villagers’ innovative ability construction,building innovative agriculture and characteristic villages,exploring operation model of rural tourism cooperation,relying on leading enterprises and agricultural park,pushing land transfer and tourist land reform,and introducing large enterprises to development new programs.
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