The Dilemma of the Great Development of Rural Tourism from the Sustainable Environment Perspective

Demand and motivation are powerful indicators of people's decisions and behaviors. Based on the in-depth interviews with 190 relevant stakeholders, the study found that the rural tourism industry is facing three kinds of pressures for continued growth. Under these three pressures, the rural tourism industry tends to “copy” and plunder resource-based development, which restricts the industry's sustainable growth path. Therefore, to continue the development of the rural tourism industry, we need to create a development path suitable for the sustainable development of rural tourism from three aspects: system, atmosphere construction, and market orientation.