A study on the sustainability of rural ecotourism in Nanjing, Jiangsu Province, China

Abstract: China has always been a major agricultural country with the highest number of agricultural workers in the world. In order to raise the income level of farmers and promote rural prosperity and stability, the 19th National Congress of the Communist Party of China put forward the strategy of "revitalising the countryside", and focused on the development of rural tourism as a strategy that can effectively adapt to and serve the revitalisation of the countryside in the new era. The development of rural tourism in recent years has met people's needs and has become an important part of China's tourism development industry. Nanjing, as the capital of Jiangsu Province, has developed new tourism projects in more and more surrounding villages. Although the number of rural tourism attractions has been increased, there are still many problems with the development of these attractions, including the impact of project development on the environment and the standardization of rural tourism facilities, which still need to be given high priority by relevant tourism construction researchers. Based on this, this paper examines the current situation of rural tourism development around Nanjing, and conducts a survey and analysis of Nanjing's ecotourism development based on a tourist demand perspective. Through the comparison, it is found that the development factors of rural tourism around Nanjing include government, human environment, geographical location, tourism construction direction and market condition, etc. Therefore, the study of rural tourism development problems around Nanjing needs to be combined with the actual situation of Nanjing and an in-depth study of the direct factors related to tourism in order to improve the rural tourism development problems.