Objective/Meaning By exploring and practicing the path of rural tourism development and culture to improve the core competitiveness of rural tourism, it aimed to provide practical experience for other tourism destinations, especially the ethnic tourism destinations, to achieve the sustainable development of rural tourism.
Methods/Procedures Through the method of literature review, the relevant theories and existing research results were systematically analyzed, and the field investigation was carried out in Shilong Village, Jianchuan County, Yunnan Province. On this basis, the significance of developing rural tourism in the ethnic regions under the strategy of rural revitalization was expounded, and the development status and dilemma of rural tourism in Shilong Village were comprehensively explored by using the research methods of participant observation and field interview.
Results/Conclusions The results showed that the rural tourism in Shilong Village has achieved certain results under the strategy of rural revitalization, but it still faced some difficulties such as unperfect infrastructure, inadequate depth for the integration of culture and tourism, seasonal restrictions on tourism and low tourism popularity. In order to cultivate the new momentum for the development of rural tourism, the countermeasures were put forward, including strengthening the scientific planning to perfect the infrastructure, deeply excavating the national culture to continue to empower the rural tourism, enriching the tourism activities to break the shackles of the seasons, and broadening the channels of publicity to strengthen the construction of national brands, etc.
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