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| STUDY ON THE SOCIAL ADJUSTMENT AND RECONSTRUCTION OF ORIGINAL IMPLICATIONS IN RURAL TOURISM |
| TAO Yu-xia |
| College of Tourism, Henan Normal University, Xinxiang 453007, China |
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Abstract This paper discusses the original appeals of rural tourism of tourist under the background of modernization in the historical evolution and ideology construction,and constructs the analytical framework of the implementation of the country's implications and culture value in rural tourism. And then gave an analysis on the dissimilation mechanism of the original appeals of rural tourism through empirical studies. The proportion of the rural tourists who have the motivation of searching new things should be relatively small due to its destination point to the diversity and route choice. But the results of the survey showed that the proportion of rural tourism demand structure presented abnormal distribution, the proportion of rural tourists which have the original appeals was relatively small, accounted for only 18.6%. Most of the tourists in the reality don't care "the rurality" matters alleged by the scholars.What cause this paradox? Further interviews found, rural tourists have been induced to adjust their needs and goals because of the alienated rural tourism products. The worship of soil psychological structure and agricultural spirit,which is taught by the deep sense of man-land relationship and philosophical identity, is the basic power of rural tourism. The post-modernism revolt based on the alienation of human nature and the identity crisis is a modern engine of rural tourism. The essence of rural tourism is a reversion and reconstruction to the structure of country-humanity. Tourism image construction of media colonial discourse caused the conversion of country's property from productive to consumer, the alienation of rural tourism demand and "pseudo rural tourism" ideology. Rural tourism is in urgent need of a full reflection and revolution, to reverse the development direction and goals, and gradually realize the cultural salvation of country and human nature in the reversion of country's property and tourism tradition.
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Received: 23 September 2014
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2015, Vol. 30 
