Abstract:

Visitors to village need a consumption guide. The rurality is the core of village tourism. The development guide shall be leading the consumption trend during tourism development based on a regress and remolding of rurality, making village tourism an innovative activity without economic burden. Molding rurality is based on general framework, economic support, human liberation, traditional protection and enhancing its unique features. The village needs more construction on its soft strength, optimization in rural agricultural structures, ecological development, supported by small-scale agricultural system, distinguished by differentiation. The village tourism shall be developed into an exquisite product with Sinitic features.

Key words: rural tourism, consumption guidance, rurality, molding foundation

摘要：

生产生产着消费，欲望是可塑的，乡村旅游供给肩负着为乡村旅游者消费“导向”的责任。“乡村性”是乡村旅游的核心吸引力所在，在资源及组合旅游产品的开发过程中，必须实现开发导向引导消费趋向，实现乡村性的回归和重塑，使乡村旅游开发成为一种没有经济负担的创造性活动。乡村性的塑造要建立在总体构架、经济支撑、人性解放、传统保护、特色强化的基础上，加强乡村软实力建设，优化农村产业结构，以生态化开发为原则，以小农体系为支撑，走差异化发展道路，创意中国特色精致产品。

关键词: 乡村旅游, 消费导向, 乡村性, 塑造基础