Rural Tourism Development Strategy Based on SWOT Analysis under the Background of Rural Revitalization Strategy——A Case Study of Litang County

Abstract

Under the background of rural revitalization strategy, developing rural tourism relying on rural tourism resources is one of the significant ways to achieve rural revitalization. Litang County of Ganzi Tibetan Autonomous Prefecture in Sichuan province is selected to study its rural tourism development strategy, in order to explore effective ways of rural tourism development. SWOT analysis is employed to analyze the strengths, weaknesses, opportunities and threats of the study area. Under the background of rural revitalization strategy, opportunities and threats coexist in rural tourism development. Combined with characteristics of the study area, four development strategies are proposed. As a result, it is necessary to seize the opportunities, improve infrastructure and services, adhere to scientific and green development, as well as build a brand with local features and expand publicity, so as to achieve the high-quality and sustainable development of rural tourism.