Where Is the Blue Ocean? Value Innovation Strategies in the Development of Rural Tourism across the Strait

Abstract

As the rural tourism market continues to expanding, there is a high degree of homogenization in rural tourism in mainland China. The highly homogeneity in rural tourism has brought about the Red Sea of rural tourism competition. Then, sailing to the Blue Ocean of less competition becomes the crucial in rural tourism development. In this paper, the case studies of Beireng Village in Hainan and Taomi Village in Taiwan are selected. The value innovation strategy is used as the path analysis to carry out the comparative analysis of four dimensions: Innovation of residents’ concept, Innovation of marketing method of rural tourism, Innovation of goods and services in rural tourism, and Innovation of management in rural tourism. Through the analysis, we can learn that Taiwan’s Taomi Village is a rural tourism development strategy based on Ecology, with significant social and economic benefits. At the same time, in Hainan’s Beireng Village, after the fever of First Lady Diplomacy has faded, it has fallen into the dilemma of tourism development. Finally, this study also proposes avoiding fierce homogeneous competition and creating Blue Ocean suitable for their story based on the action structure of Eliminate-Reduce-Create-Enhance.