乡村旅游何去何从——岳阳市华容县禹山镇从观光游转向度假休闲游的经验及困境
Where Does Rural Tourism Go—The Experience and Dilemma of Yueshan Town, Huarong County, Yueyang City, from Sightseeing to Leisure Tourism

乡村旅游开发充分挖掘旅游发展资源禀赋高、镇域交通畅、经济基础好、政策扶持强的优势，借力乡村振兴围绕农村人居环境整治、建设秀美村庄、农村土地流转、商业资本进农村等工作一盘棋，激活镇域旅游发展的新动力。同时针对当前乡村旅游发展中潜在客源挖掘不充分、运营模式附加值较低等共性问题进行了认真分析。本研究通过文献分析法等方式，全面调研了禹山镇的乡村旅游发展现状，并从规划设计、运营模式等方面提出可行对策，对同类型乡村旅游发展有一定的参考价值。
Development of rural tourism shall fully tap such advantages as high endowment of tourism re-sources, smooth traffic within town areas, good economic foundation and strong policy support, and activate the new driving force for tourism development within town areas by taking advan-tage of rural revitalization, centering around the improvement of the living environment in rural areas, construction of beautiful villages, rural land circulation and investment of commercial capital in the rural areas. At the same time, the paper makes a serious analysis of the common problems in the current development of rural tourism, such as insufficient mining of potential tourists and low added value of operation mode. Through literature analysis, this study comprehensively investigates the status quo of rural tourism development in Yushan Town, and puts forward feasible countermeasures from the aspects of planning, design and operational model, which has certain reference value for the same type of rural tourism development.