In the central committee and the state council, vigorously promote tourism needs strong market pull, China’s rural tourism product development ushered in another round of high tide. HengYangXian tourism development started not night, and is nearly certain base, but overall development and unhappy, development level is low. Should be in on the basis of investigation and study, the advantage resources, leading products, target market for accurate positioning, and to deal with, agriculture, tourism and leisure farm country ecological tourism, rural tourism festival tourism products such as the priority development, key development.
According to the CPC central committee of the state council on promoting the construction of new socialist countryside certain opinions “ found no. 1) and the provincial committee of the communist party of China’s hunan provincial people’s government on speeding up the development of the industry to decision (hunan is sent  no. 13) the spirit of the documents, hunan provincial people’s government office issued the” on speeding up the development of rural tourism “notice, request the state, and the people’s government of the cities wing developing rural tourism products. In December 2009, hunan provincial people’s office in accordance with “the state council to speed up the development of tourism is opinion (guo fa  no. 41) the spirit of the documents, and issued the” hunan rural tourism construction “3521″ project plan “(hunan ZhengBan han  no. 127). Abstract: the party and the government to the attention of the development of rural tourism, this paper only in hunan rural tourism resources more rich’s HengYangXian as an example, the county rural tourism product development design to explore.
1 HengYangXian rural tourism product development background.
Rural tourism products and product development 1.1 general understanding.
About rural tourism products to its identification and international scholars and her views of many, can say is anyone so many different things to different people, but also formed a few aspects of the consensus that, (1) the rural tourism products occurred in rural areas; (2) the rural landscape resources with characteristic of urban residents, attractive charm; (3) to have their own unique rural culture connotation; (4) the rural tourism products of the corresponding resources market mainly for the city residents; (5) country community and farmers emphasis on participating in management. On the basis of the definition of scholars by summing up and summarized. More complete rural tourism product concepts; Should from to the goal of city residents to rural community as the carrier, the country natural &human landscape, rural industry and the country culture as the medium, to rural areas of a series of rural tourism activities as the means to tourists to rural nature and human perception and experience, so as to achieve the spirit sublimation of new tourism product . Rural tourism product has essentially country sex, the space distribution of the uniqueness, product supplies rich diversity, tourism consumption low level sex, participation and experiential etc. Characteristics. Rural tourism product development zone design is based on rural tourism development rule and the market demand and set goals, and to achieve the objective and the tourism elements of the plan as a whole deployment and specific arrangement, and must follow the government leading community and farmers participate in market main body. According to a prominent feature development comprehensive function, sustainable development, accord with the standardization principle .
HengYangXian rural tourism product development is relatively early. Early in the 1990 s, to support the “king of the three hundredth anniversary of the death international conference, open the mountain culture ship special tourism project, for this reason, constructed from the county town of hengyang XiDu king to ship QuLan township of former mountain road line, and renovated the former king mountain” xiangxi thatched cottage “and auxiliary ship mountain village, the tomb stone mountain, the mountain, and other attractions. In 2002, to commemorate the 310th anniversary of the king died, also held the “ship mountain culture festival”, and establish the ship mountain culture square “”, the ship mountain culture exhibition hall”, the “mountain culture ship special tourism” content is more abundant. At the same time, from the 1990 s to meet county residents leisure and tourism needs to build “zhongzhou park”, steamed water riverside sight, XiaMingHan leisure square, XiaMingHan cultural palace and fishing as the main contents of the tourism leisure attractions such as east manor and a batch of tourist hotels and catering facilities; While the 2005 national tourism theme “red tourism year” moment, and the former residence XiaMingHan, open up to XiaMingHan former residence, the former king mountain as the core of the “red LvYouXian”. In 2006, completed the hengyang rural tourism development planning, and according to its plan to “WanYuan lake” (originally for slope reservoir dam on the early development of rural tourism.
1.2 rural tourism product development main problems.
For the main urban areas HengYangXian hengyang city with profile county, with the mountains and mountains mount hengshan scenic area adjacent, from shaoyang, xiangtan, chenzhou is also not far, especially in HengShao high speed, high speed, balance in the balance in the pool HengYan high speed, high speed, big and other high-speed highway and le wuhan-guangzhou passenger special line, and other high-speed high-speed traffic age HengYangXian, its location is extremely advantageous traffic conditions. Meanwhile, for the national famous agricultural hengyang county, the grain, cotton, oil and agricultural commodities and pigs are all rise “national top”, “the top ten”; High quality rice, live pigs, big day lily, hunan HuangCai, lake of wine, XiangLian, cloud and mist tea, and other agricultural products in China but also for a long time. HengYangXian country folk tourism resources are unique, according to its resources market, environmental advantage, HengYangXian rural tourism product development in all the hengyang city in hunan province and should be in a leading level. But in practice, rural tourism development of government leading role is unclear, policy support strength is not large also, social attention is not high, efforts to introduce foreign investment is not big. Although the county to rural rate yo planning “” to be the first”, but for implementation efforts is not big, still basically remain in the “work”. The whole country tourism product development process and unhappy, product structure is still has a single, class is not high, far can not adapt to the 21 st century the comprehensive construction well-off society, urban and rural residents meet tourism and leisure vacation needs, also with the 21 st century “big tourism, market, industry” modern tourism development of the situation did not match.
2 HengYangXian rural tourism development localization of target.
HengYangXian tourism product development of the overall goal should be to the guidance of the scientific development concept, the tourism sustainable development thought as the main line, reasonable use of the county region’s tourism resources of comparative advantage, and with close to the location and mount hengshan hengyang city, based on advantages to the comprehensive construction well-off society and socialist new rural as a turning point, the maximum meet modern urban and rural residents sightseeing tourism and leisure vacation, and obtain the biggest economic, social and ecological benefits as the goal, in the grasp of international and domestic tourism development of contemporary new ideas, new trend basis, developed a local culture and the strong market competitiveness of rural tourism products. The fission goal:
2.1 the advantage resources orientation.
HengYangXian rural tourism resources a lot. As to who Gou peak, baishi peak, ray bo peak, as a representative of the mountain tourism resources; In xiangjiang river water, steam, wu water reservoirs, cattle and slope weir form mountain reservoir as a representative of water tourism resource; In the mountain, PengYuLin king, CengXi as well as the modern Taiwan writer qiong precious jade, etc, as a representative of the celebrity tourism resources and its former residence culture; To yu stone village, pearlite, as a representative of the danxia landform tourism resources; To XiDu, slag jiang, stone city, flood city, JiePai etc, as a representative of the historical and cultural name town tourism resources. But HengYangXian agricultural development has a long history, is a famous agricultural county, so far, 80% of the population living in the country, and more engaged in agricultural life activities, creating unique characteristics of the pastoral landscape, rural residential architecture, rural farming culture, folk customs, family life, the local art and cultural form, and many places to remain of pure natural ecological environment. Therefore, the advantage of HengYangXian tourism resources should be rural natural ecological environment resources and rural cultural tourism resources, which covers the exist in rural counties in tourism resources of of all kinds, including the rural tourism resources.
2.2 leading tourism product positioning.
With the rise in recent years the “ecological tourism”, “green tourism”, a city residents as the main target market, agricultural culture landscape, agricultural ecological environment, rural production activities, farmers’ daily life and the environment, and a rural folk customs for resources, melts the ornamental, participation, leisure and holidaying, recuperate, investigation and study, popular science, food, entertainment, shopping and way in one of the rural tourism activities, is present a rapid development momentum. According to the domestic and foreign traveling sampling survey, at present, China’s urban residents at the weekend and the holiday travel short term has exceeded 55%, they travel the main objective is to the surrounding area and rural tourism, entertainment and leisure. The China national tourism administration organizations planning “95 China folk custom Tours”, “98 China’s urban and rural Tours”, “2004 Chinese people”, “swim 2006 rural tourism”, “2007 China’s urban and rural harmonious swim” and many theme tourism lines and main projects are reflected the charm of Chinese rural tourism. Therefore, city residents return to nature, green consumption as the theme of the “rural ecological tourism” “, “that is” rural farm folk tourism “”, tourism and leisure agriculture” “, rural culture festival activities “, rural tourism products is undoubtedly HengYangXian leading tourism product development.
2.3 tourism product tourists target market.
From the perspective of the rural tourism development HengYangXian tourist market. First of all, hengyang city residents is undoubtedly the most important and main body tourists target market. And according to the regional development of rural tourism experience, its tourism subdivision target market should also individual owner, entrepreneurs, traders in the city to get rich; Working class; Big city in school, students,; Old people, especially the elderly has retired; Families with children, heart ready to pursue different experience of all kinds of city dwellers. Second, HengYangXian has and mount hengshan resources complementary advantages and industrial combination location advantage, tap mount hengshan patrons or into the mount hengshan extended stay period of the passenger flow, it is HengYangXian rural tourism products and other tourism product’s second big tourist target market. Third, shaoyang, xiangtan, changsha, ZhuZhou, chenzhou city residents, such as yong, in the modern traffic the age of high speed should be HengYangXian some characteristics of strong, high grade of rural tourism products and other tourism product the secondary market. Fourth, the ship mountain culture, qiong precious jade culture, yu, high grade stoveking culture culture, popularity of tourism products and their combination big development of rural tourism products, the domestic and international visitors of remote tourists, can become its level 3 tourism market.
3 HengYangXian intends to development the important rural tourism products of farm tourism product 3.1.
“Organic” tourism and rural folk tourism says. It is based on agriculture, rural areas and farming as the carrier, the main use yard, YanTang, orchards, flower Po, such as farm of agriculture, forestry, animal husbandry, fishery resources advantage, the maximum keep and outstanding authentic farm flavor, and provides visitors sightseeing, recreation, sports, accommodation, food, shopping pleasure travel means. It to “eat meal, quality farm house, farmers lived house, dry farmers live, entertainment, organic” for the characteristic. In the business idea of farm on emphasis “farming” word, “home” word and “music” word. Namely management style, want to farmers characteristics, to give visitors to “home” feeling, to provide to the tourists and participation of the special entertainment activities. And on hardware to “outside”, namely the soil in the appearance of of primitive simplicity, interior to folk custom clean, health, comfortable. In the product the form is family hotel (courtyard), sightseeing agriculture, orchard and garden (home), leisure fish ponds (home pond), folk festival and so on many kinds of form, colorful contents, and service style on the outstanding countryside and the family “, township “taste,” farming “taste, by the welcome of city residents. HengYangXian organic rich tourist resources, farmers hospitable, and all over the county are conditions of this kind of product development, especially in hengyang city from the recent camphor trees and board city, tide river, with soldiers, and between hengyang city and mount hengshan scenic spots such as the town’s most between camphorwood has the advantage.
3.2 tourism and leisure agriculture products.
Tourism and leisure agriculture in mainland China xi said tourism agriculture, reflects this tourism in the development initial period way to sightseeing tourism products mainly features. But, as our country city residents income growth and changes in the concept of life and rural development, its product form has gradually by “sightseeing” to “leisure resorts” direction. Therefore, the emergence of a “tourism and leisure agriculture” formulation. Tourism and leisure agriculture is the use of agricultural equipment and space, agricultural production site, agricultural products, agriculture business activities, the natural ecology, agriculture, rural human resources natural environment and, finally, planning and design, to play the leisure agriculture and rural tourism function, improve the people to the rural and agricultural experience, to improve the quality of tourism, and improve the farmer income, promote the development of a new type of agricultural way. Visitors can not only sightseeing, picking, experience, and about the farming life, enjoy the local farmers’ interest, and can be accommodation, holiday, amusement. Leisure agriculture products also rooted in rural sex, principally in ecological and resources in the YuanShengXing, agricultural production process participation, folk customs and ways of life of local, traditional culture has a long and rich flavor of sex, market decided sex, the local tourism products, and the experience, culture, etc. HengYangXian XiDu town of both in the village of salt water high-tech large raisins plantation, mushroom cultivation park and fishing garden, and the agriculture modernization suited demonstration, camphor tree township also have large loquat garden, camphorwood is famous “town”, “fruit of the township” “, vegetables of the township “, no doubt, these is the first choice of agricultural tourism and leisure products development land.
Rural ecological tourism product 3.3.
Generally speaking, ecological tourism is refers to the environment and tourist culture influence small, help to create jobs, promote save wildlife diversity of ecological and cultural characteristics of a feeling of responsibility travel means. But tourists travel ecological aim is to close nature, enjoy free from contamination of the natural resources, know natural, growth on the environment and the natural protection knowledge and to protect the nature. Country, especially near the city of rural ecological tourism form mainly has the farmland landscape view and admire, rural picking, ecological agriculture, bicycle tourism and other major activities. Main activities include ecological agriculture sightseeing agriculture (sightseeing farming, forestry, animal husbandry, sightseeing tourism sightseeing fishery, sightseeing gardening), green tourism, etc. Hengyang is famous agricultural county, the land of fish and rice, 46 (library) species in the water, mountain forest has a very large area, and who Gou peak national forest park and three Yang, city flat, nine peak forest, etc, the spring and summer of the cole of floral gold green waves, autumn of paddy fields, the green cotton open bolls winter garden, such as rural agriculture in shizhuyuan landscape, with green mountains, throughout the year, exuberant, common development of the rural ecological tourism has superior conditions. But according to the characteristics of the ecological tourism resources, abundance, regional combination and traffic condition such as location, the development of region to Gou who should peak national forest park, stone and the danxia scenery and o in the lake in the world, are NiuHang mountain reservoir, camphorwood mountain village in shizhuyuan, etc.
3.4 festival tourism products.
Festival activities usually refers to the traditional celebration or sacrifice unto the day of the major activities held.
Because its influence big, strong attraction, high economic benefit, so modern economic and trade talks, commodity sales, tourism, often also with this form of tourism festival “DaTai, economic and trade act in an opera” the way modern festival activities. HengYangXian regional culture deep, the country as the theme of the festival culture material is rich, in addition to continue to hold the ship mountain culture festival outside, still have food culture festival, LongDeng culture festival, plum fang culture festival, often for harvest festival, in the countryside, folk tourism culture festival, and other products that can be developed. HengYangXian is the famous food of the township, the local traditional dishes such as hengyang soil head bowl, HengYangHai eggs, hunan paste soup and slag jiang false mutton  place such as the word eventually period 18, a famous dishes, XiDu “son”, wine lake slag jiang rice flour, changle GongShuFen, camphorwood oil tofu and bread CiBa fusi etc are very special. Is the development of “hengyang food culture festival” or “hengyang soil food culture festival” good stuff. Hengyang is traditional culture and art of the township. HengYangXian folk holiday and big festival activity are ready to dragon dance, common dragon has BuLong, straw dragon, paper flowers dragon, from water bamboo, a knot in one’s heart and some other special dragon regional dragon. Dragon dance, zhalong art level is high. Such as the tundra town nine city was awarded in 1929 a village in hunan hengyang and the theatrical festival first prize; In 1988 was “Beijing international tourism dragon dance competition second prize”; Slag jiang kiln port village in 1982 attains the hunan province at the scene produced the theatrical festival paper dragons show the first prize, which HengYangXian hengyang dragon dance art festival held the most advantage. The queenian is the “rape the powerful county”, especially rapeseed is regarded as a regional southern technology flowers. As HengYangXian in March rape of floral gold, it is also “peach blossom red, LiHua white” TuYan, camphorwood township in domestic everywhere you can see “pink li bai rape floral gold” qunfang rural pastoral landscape flowers bloom, and it is held YouCaiHua hengyang section or plum qunfang great opportunity of culture festival.
HengYangXian rural tourism resources are rich, the development of rural tourism products material is very much also. Rural tourism products market demand also have potential of the growing, HengYangXian should give full play to its rural tourism area of comparative advantage, the rural tourism industry bigger and stronger, do the special features.