RESEARCH ON REGIONAL RURAL TOURISM CONSTRUCTION AND DEVELOPMENT STRATEGIES BASED ON TOURISTS' PERCEIVED VALUE - TAKING THE GREATER BAY AREA AROUND HANGZHOU BAY AS AN EXAMPLE

It is an important development plan of national tourism construction in the new era to develop rural tourism towns with regional characteristics and special ethnic features and to construct a group of famous tourism towns and villages with distinctive landscape. This study took the Greater Bay Area around Hangzhou Bay as the research area and adopted the evaluation method of tourist's perceived value to study and analyze the construction and development status of seven representative rural tourist attractions in the Greater Bay Area around Hangzhou Bay from the perspectives of ecological environment, social environment, cultural environment and tourism products and services. The result of the research showed that at the present stage, the main problems of rural tourism scenic spots in the Greater Bay Area around Hangzhou. Bay included poor humanistic environment, insufficient cultural heritage of rural tourism, serious homogenization of scenic spot tourism projects and products, single tourist structure, low professional quality of scenic spot practitioners, poor service attitude, etc. In view of the existing problems, this study put forward corresponding optimization strategies from three aspects: cultural and social environment, market expansion and operation, scenic spot products and tourism services.