With the development of society and economy and the improvement of living standards in China, tourism has also entered a period of "mass" tourism with individualized and diversified needs, and global tourism came into being. As an important part of global tourism, rural tourism is necessary to continuously deepen and expand its connotation and extension in the new era. Jiaxing rural tourism originated in the 90s of last century,and has gradually formed a certain scale and influence after more than 20 years of development.In the era of global tourism, how to use the advantages of rural tourism in Jiaxing to upgrade and transform in a relatively short period of time is a pressing issue.%随着国内社会经济的发展,生活水平的提升,旅游业也进入到个性化、多样化需求的"大众"旅游时期,全域旅游应运而生.乡村旅游作为全域旅游的重要组成部分,必要在新时期的内涵和外延进行不断的深化和扩展.嘉兴的乡村旅游起源于上世纪90年代,经过20余年的发展,逐渐形成了一定的规模和影响力.在全域旅游的时代背景下,嘉兴的乡村旅游如何利用自身优势在较短的时期内进行怎样的升级转型是一个亟待解决的课题.
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