Study on the Transformation and Upgrading of the Chinese Rural Tourism under New Circumstances

The transformation and upgrading of the Chinese rural tourism industry attracts increasingly attention from industries and academics since the 2008 National Tourism Working Conference. With the acceleration of the Chinese urban-rural integration and new village construction, and changes on domestic and international macroeconomic environment resulting from the financial crisis, the author put forward new goals, opportunities and challenges for the development of Chinese rural tourism. At the end of the paper, several suggestions to promote the Chinese rural tourism development are provide from five aspects, i.e. industry, product, enterprise, cooperation organization, and education and training.