Market Analysis of Rural Tourism in China's Urbanizing Suburbs

With the rapid growth of urbanization, more and more people seek short reliefs in rural area during free time. Rural tourism is developing with the increasing need and requirement of urban residents. This study selects SanSheng Hua Villages as a case study to analyze the supply, demand, and strategies of the rural tourism market. This thesis utilizes Analytic hierarchy process-Fuzzy synthetic evaluation model and SWOT (Strengths, Weaknesses, Opportunities, and Threats) model to explore the present situation and tourists' attitudes toward SanSheng Hua Xiang. The result shows that the rural tourism market has the problems of homogenization, deficient infrastructure, messy and unprofessional management. The author thus recommends increasing characteristics, creativity, and unified management in SanSheng Hua Village for the future.