Research on innovation path of rural tourism based on the innovation theory: Taking Chongqing as an example

Abstract

Innovation is the core element of rural tourism. Based on Schumpeter's Innovation Theory, the paper summarizes five key innovation elements of rural tourism, which includes product innovation, business model innovation, market innovation, supply chain innovation and organizational innovation. Secondly, according to the systematic principle, it constructs the model of innovation path of rural tourism. Thirdly, it analyzes present situation and main problems of rural tourism in Chongqing. Finally, based on the model of innovation path, it puts forward to innovation paths of rural tourism in Chongqing from five aspects, including, optimizing product structure of rural tourism, forming cooperative operation pattern in all forms and at all levels, exploiting regional markets and related-industries markets, building dynamic flexible network platform of supply chain, developing enterprise groups and enterprise alliances. © Springer-Verlag Berlin Heidelberg 2013.