Experience and Enlightenment from Rural Tourism Development in Zhejiang Province

3 development phases of rural tourism in Zhejiang Province since the reform and opening up in 1978 were analyzed:initial development phase,rapid expansion phase,quality promotion phase.Functions of its rural tourism development in driving the construction of new socialist countryside was summarized as:facilitating the infrastructure construction and image improvement of rural areas,pushing forward the transition of its rural economic development mode,improving and guaranteeing the rural people's livelihood,promoting the balanced development of regions,urban areas and rural areas,protecting natural environment of rural areas,improving the public service level of rural areas.Successful experience of its rural tourism development in supervising,political institution,production,standardization and marketing was proposed,that is,provincial government paying much attention to it,applying institutional innovation and standardized management,government at all levels supporting the rural tourism development,promoting the transformation and upgrade of rural tourism products,making rural tourism more competitive,enhancing the marketing and promotion of tourism product.On this basis,enlightenment from the successful rural tourism development in Zhejiang was summarized into 5 aspects:bringing forth new ideas into the organization and supervision system of rural tourism development,promoting the overall social and economic development of rural areas,devoting more in supporting rural tourism development,implementing effective marketing strategies,guiding the exploration of new tourism products and modalities.