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 Oceansuitable for their story based on the action
structure of Eliminate-Reduce-Create-Enhance.
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