A Study of Transformation and Upgrading of Rural Tourism in Shandong Province

Although rural tourism in Shandong Province has a rapid development recently,the bottleneck problems constraining its sustainable development remains.Under the joint action of internal and external environments,the transformation and upgrading has been the inevitable way of the sustainable development of rural tourism in the province.This paper analyzes the current situation and the bottleneck of rural tourism in the province,and then puts forward some corresponding countermeasures in the following five aspects: industry,product,market,cooperation organization,and education and training.