The Ministry of Culture and Tourism recently issued Several Measures on Releasing Tourism Consumption Potential and Promoting High-quality Development of Tourism, providing good policy support for the development of rural cultural tourism industry. To promote tourism consumption innovation, we can develop more distinctive rural tourism products and attract more tourists to experience rural life. Improving tourism consumption environment can improve tourists' satisfaction and consumption experience. Rational use of these measures can further accelerate the development of rural tourism and promote the full implementation of the rural revitalization strategy.

Since the 18th National Congress of the CPC, China's rural cultural tourism industry has made remarkable achievements. By 2022, the Ministry of Culture and Tourism will have selected 300 key rural tourism towns and 1,238 key rural tourism villages. Yu Village in Zhejiang Province and Xidi Village in Anhui province have been selected as the first batch of "World's Best Tourist Villages" list by the United Nations World Tourism Organization. A number of rural tourism destinations with ecological beauty, production beauty and life beauty are booming. Rural tourism has become an important force to promote rural revitalization. With the development of rural cultural tourism industry, farmers' income has increased significantly, the ecological environment has been protected and restored, residents' lives have been significantly improved, and excellent traditional culture has been inherited and carried forward. For example, through the development of rural tourism, the Danling Shu Dao Cultural Tourism scenic area in Danliang County, Sichuan Province has become a popular scenic spot, driving the local economic development. It can be seen that rural tourism has achieved remarkable results in promoting the economy, improving the environment and inheriting culture, and has made positive contributions to the implementation of the rural revitalization strategy.

The rapid development of rural tourism benefits from a series of policies on the development of cultural tourism industry. "14th Five-Year Plan for Tourism Development", "National Rural Industry Development Plan (2020-2025)", "Opinions on Promoting the Cultural Industry to Empower Rural Revitalization"... A series of policy measures have promoted the development of rural tourism in the new era to a fast track. The release and implementation of the policy has led the strategic development of rural tourism, promoted the improvement of the business environment across the region, and promoted the integration of industries in multiple formats such as tourism and culture.

China's rural tourism industry started late, and has not completely got rid of the spontaneous development mode. On the whole, rural cultural tourism infrastructure is relatively weak, especially in transportation, accommodation, catering and other aspects, which limits the scale and quality to a certain extent. The shortage of industry professionals and the lack of high-quality managers and practitioners have led to the improvement of management level and service quality in the industry. The marketing and publicity ability of cultural tourism in many regions is weak, and many excellent resources and projects cannot be widely publicized, which affects the development and attraction of rural tourism. Industrial development lacks a clear long-term plan, and there are still concepts and phenomena that neglect the protection of ecological environment and traditional culture. For a long time, it is not conducive to the sustainable development of rural tourism.

To promote the high-quality development of rural cultural tourism industry, it is necessary for the government, enterprises and all social parties to work together to continuously improve and optimize the rural tourism consumption environment. This is the key to "breaking the circle" of rural tourism, which will promote the vigorous development of rural cultural tourism industry.

At the level of industrial policy, it is necessary to clarify the development plan, provide preferential support such as funds and taxes, and provide overall strategic guidance and policy support for the rural cultural tourism industry. It is necessary to formulate and improve the long-term and comprehensive rural cultural tourism development plan, establish development goals, paths and policies. Increase financial support for high-quality rural cultural tourism projects, set up industry special funds, and provide loan and guarantee services for project construction. In addition, many cultural tourism enterprises are start-ups, small and micro enterprises, so in terms of tax policy, enterprises can be given certain tax incentives according to the specific circumstances to reduce the burden of enterprises.

At the enterprise level, it is necessary to strengthen the integration and innovation of the industrial chain, improve the quality and level of service, and enhance the competitiveness of enterprises and the ability to resist risks. Local leading cultural and tourism enterprises are encouraged to play the role of leading industry chain integration, strengthen the integration with agriculture, cultural creativity, specialty commodities and other related industries, form a more reasonable industrial layout, and strengthen the synergistic effect between industries. Enterprises should also pay attention to improving the quality of service and provide more personalized and customized services. The level of staff training and management should be continuously improved, and employees should be motivated to provide better services through performance and other incentives. Strengthen the use of scientific and technological means to implement digital service innovation.

At the consumption level, it is necessary to enhance consumers' sense of participation and experience, improve the protection mechanism of consumers' rights and interests, and enhance consumers' trust and satisfaction. Enterprises can be encouraged to carry out a variety of interactive experience activities based on local characteristics, such as farming experience, handmade, etc., to enrich tourism projects and increase consumers' sense of participation. It is also necessary to strengthen the protection of consumers' rights and interests, establish a sound complaint handling mechanism, strengthen supervision, crack down on false propaganda, price fraud and other bad behaviors, and increase consumers' trust and satisfaction.

To build a good rural cultural tourism industry ecosystem and promote the high-quality and sustainable development of the rural cultural tourism industry is a powerful move for rural revitalization, which will better meet the growing needs of the people for a better life.