SWOT analysis is made on the strengths, weaknesses, opportunities and threats of developing rural tourism in the suburbs of Jinan. On this basis, the specific strategies for innovative development of rural tourism products in Jinan suburbs are put forward: actively developing sightseeing rural tourism; Constantly explore rural tourism such as business meetings. Keywords: suburban rural tourism; SWOT analysis; The rural tourism resources in the suburbs of Jinan City, Jinan City are quite rich, numerous and diverse. Among them, there are many tourism resources available for development, which have become the main part of Jinan suburban tourism resources. The rural tourism destination in the suburbs of Jinan has gradually developed into an ideal place for Jinan citizens to spend their weekends and exercise. 1. SWOT analysis of rural tourism development in Jinan suburbs (1) Advantages 1. There are many rural tourism resources in the suburbs of Jinan, some of which are relatively large. The types of resources are also very rich, including natural resources such as landscape, waterscape and biological landscape, as well as humanistic resources such as ancient buildings, historical sites and folk customs. Among them, some tourism resources have distinctive features, such as Jiuding Pagoda Folk Garden and Jinxiang Mountain Ski Resort. 2. The average travel rate of Jinan citizens is high, and the basic market of suburban rural tourism is good. According to the analysis of tourist market, the target market of rural tourism in the suburbs of Jinan is mainly Jinan citizens. Therefore, the development level of urbanization and the "affluence" of citizens in Jinan will directly affect the development level and scale of suburban rural tourism. The permanent population of Jinan is nearly 3 million, and the per capita income of citizens is relatively high. Among them, the per capita disposable income of non-agricultural population in Jinan reached 12005 yuan in 2004, with an average annual increase of 9. 1%, which is at a high level in the country. This provides the most basic market guarantee for rural tourism in the suburbs of Jinan. 3. Jinan has superior location conditions and developed internal and external transportation. Jinan is located at the intersection of beijing-shanghai railway and Ji Jiao railways, and also at the intersection of Beijing-Fuzhou Expressway, Qing Ji Expressway, Jilin-Liaoning Expressway and National Highway 104, with excellent location conditions. In addition, Jinan has built an urban traffic loop with expressway as the main framework, and the internal and external traffic is very developed. Jinan's public transportation system has been gradually improved, and the transportation network has extended to the main rural tourist spots in the suburbs, and tourist buses have been opened in the main sections of the urban area, making it easier for urban tourists to enter the suburbs for rural tourism activities. (2) Disadvantage 1. The quality and characteristics of rural tourism resources development are still insufficient. At present, the rural tourism developers and operators in the suburbs of Jinan still have a superficial understanding of "rural tourism", which makes most rural tourism products mainly focus on simple rural sightseeing and "eating farmhouse meals", with few arrangements for participating in activities, and the tourism value of rural resources has not been fully exerted. This is actually a common problem in the development of rural tourism in China. 2. The off-season is obvious, and the pressure of tourist reception is great. Because Jinan is located in the north of China, the four seasons are distinct, and the four seasons of rural tourism landscape are very different, which makes the off-season of rural tourism prominent. Among them, spring and summer are the best seasons for rural tourism, and many tourist spots often have the phenomenon of "seasonal shortage" of products and facilities; Because of the poor landscape effect and low temperature in autumn and winter, tourists rarely enter. Rural tourism operators are often busy for half a year, which makes many rural tourism service facilities idle for a long time, making it difficult to maintain a long-term balance between supply and demand. 3. Lack of professional talents and weak management ability. In addition to the scientific management of several major rural tourist attractions by tourism development companies, the main body of rural tourism development in Jinan suburbs is still local farmers. They have been dealing with the land for a long time, and they have not got rid of the consciousness of small farmers, lack of modern service concept, low service consciousness and poor market development ability, which are also important factors restricting the further improvement of the comprehensive reception level of rural tourism in Jinan suburbs. (c) Opportunity 1. At the Shandong Tourism Development Conference held in May 2006, the provincial tourism authorities clearly pointed out that during the Eleventh Five-Year Plan period, "we should promote the experience of developing counties and agriculture through tourism, strengthen the standardized management of rural tourism, continue to implement the" tourism poverty alleviation project "and vigorously carry out red tourism and folk customs. Strive to build 30 strong tourist counties, 65.438 million strong tourist townships (towns) and 500 strong tourist villages during the Eleventh Five-Year Plan period, promote the development of rural tourism in the direction of standardization, scale and specialization, and give support and encouragement in terms of policies, funds and technology. The introduction of this targeted policy makes the development of rural tourism in the suburbs of Jinan face a rare development opportunity. 2. The social trend of returning to nature makes rural tourism increasingly fashionable and urbanized. While bringing more convenience and development opportunities to people's lives, it also brings many problems such as fierce competition, heavy work pressure, tight life and "urban diseases", which makes rural tourism more and more favored by more urban tourists. The rural landscape in the suburbs of Jinan is beautiful and rich in tourism resources, which can well meet the daily leisure and return to the countryside of Jinan citizens. (d) threat 1. Repeated development leads to waste of resources. There are many rural tourist spots in the suburbs of Jinan. Although there are many types, there are still problems such as homogenization competition and repeated development. For example, Wohushan International Ski Resort and Jinxiang Mountain Ski Resort all have such competitions. For various forms of rural tourist areas (spots) such as "fishing garden" and "farmhouse music", the competition is more intense. This phenomenon must be planned, managed, guided, coordinated and balanced to avoid excessive competition. 2. Rural culture and ecological environment are fragile. The rural tourism destinations in the suburbs of Jinan are mainly located in the southern mountainous areas and the eastern hilly areas, especially in the southern mountainous areas. The forest vegetation here is well preserved and rich in water resources. However, the ecological environment is fragile and easily destroyed by many tourists. The local traditional rural culture is also facing the threat of disappearance and variation. Therefore, the development of rural tourism here must pay full attention to the protection of traditional villages and rural environment, and must put environmental protection, especially the protection of natural ecological environment and human environment in an important position. Second, the innovative development strategy of rural tourism products in Jinan By analyzing the present situation and existing problems of rural tourism development in Jinan, and in view of the resource characteristics of rural tourism in Jinan, this paper puts forward specific development strategies of rural tourism products: (1) Actively develop sightseeing rural tourism, targeting industrialized agricultural parks, characteristic vegetable gardens, forest flower planting bases, fish and animal husbandry breeding bases, rural farmhouses, streams and lakes, Develop tourism projects with the theme of being close to nature, so that tourists can feel romantic, quiet, natural and cordial pastoral atmosphere through sightseeing and taking part in simple rural labor, and meet their needs in the beautiful scenery of strange mountains. Take Liu Village, Zhonggong Town, Licheng District, Jinan as an example. The village has convenient transportation, and provincial highway 327 passes through the village. Apricot trees, peach trees and apple trees are widely planted in Bali Valley, south of the village, forming a large-scale orchard. Under the organization of the local government, the village has become an important flower viewing area in previous spring flower viewing conferences in Licheng District. During the flower viewing, tourists can take part in peach blossom viewing activities, thus attracting a large number of Jinan tourists. For Zhijialing Village, Zhonggong Town, Licheng District, in the past, the village had a poor foundation of tourism resources and a weak economic foundation. Later, the village invested more than 5 million yuan to build a dairy community, and now it has raised more than 1000 cows; The village has also set aside more than 30 mu of land to support the masses to develop high-tech aquaculture and encourage villagers to breed dairy cows, laying hens and pigs on a large scale, which has provided high-quality conditions for the village to carry out sightseeing animal husbandry. (2) Constantly exploring business conference-based rural tourism Business conference-based rural tourism is an ideal place for business tourists and conference people in the city to come for sightseeing, vacation, entertainment and leisure by building comprehensive facilities such as accommodation, catering and entertainment in rural areas with beautiful pastoral environment, and to provide them with business negotiations, conference training and other services. Take Yongquan Mountain Villa in Liubu Town, a suburb of Jinan as an example. The villa has elegant and fresh environment, superior geographical location and convenient transportation. It is adjacent to the scenic Simen Pagoda in the east, backed by green mountains and green waters, and bathed in sunshine all the year round. The villa is named after a natural underground spring that has not dried up for many years. Yongquan Villa has perfect functions and complete facilities. It is a comprehensive tourist destination integrating catering, entertainment, academic exchange and business negotiation. Its interior decoration is extremely elegant, with both modern architectural style and national elegance. The villa has more than 30 rooms, including executive suites, standard rooms and single rooms. The catering department has a zero hall, which can accommodate more than 200 people at the same time; There are also large, medium and small conference rooms, which can be used to hold large-scale conferences, academic exchanges, wedding banquets and so on. [1] [2] [] [] (3) Carry out experiential and participatory rural tourism in an all-round way 1. Experiencing the agricultural park is to build some family farms, holiday farms and other places, so that tourists and their families can spend a pastoral life together, experience leisure and relaxation, experience the hardships and happiness of agricultural labor, and then come back to harvest the fruits of labor with their families. Experiencing the farm garden provides visitors with opportunities to communicate with villagers, and allows them to fully experience the fun of farm life and the enthusiasm of rural residents. Therefore, this kind of tourism product is very suitable for family travel, urban white-collar workers and teenagers, and long-distance cultural tourists. The activities that Experiencing Agricultural Park can carry out include: farmland cultivation, flower planting, farmland irrigation, cattle and sheep grazing, agricultural products harvesting and processing, etc. Let tourists fully participate in and experience the labor process, go deep into rural life, feel the beauty of labor and enrich the tourism experience. Take Xiying Town in Licheng District as an example. The town is located in the southern mountainous area of Jinan, surrounded by mountains, with beautiful scenery and rich tourism resources. The town is also adjacent to three major tourist attractions in Jinan, with convenient transportation. Provincial Highway 327 and Gangxi Highway run through the territory. The local area is famous for its rich dried and fresh fruits such as apples, chestnuts, walnuts, apricots and persimmons. The town's orchard covers an area of 72,000 mu with an annual output of 20 million Jin, forming a large fruit production base in the southern mountainous area of Jinan. In the future, the town can use the existing fruit planting resources to cultivate several experiential fruit picking gardens on both sides of the main traffic road, and develop fruit picking, fruit tree adoption and other projects. 2. Folklore Life Experience Tour The folk culture in the suburbs of Jinan is rich in content, including production folk customs, life folk customs, social folk customs, belief folk customs, entertainment folk customs, etc., which provides Jinan citizens with opportunities to experience rural folk customs, understand folk culture and realize spiritual communication. We can further develop folk life experience tourism in the suburbs of Jinan by combining the development and production of folk crafts, folk festivals and the construction of folk theme amusement parks. Take Jiudingta National Customs Garden in the suburb of Jinan as an example. The park integrates national culture, folk customs, residential buildings and folk arts, and also holds large-scale minority song and dance performances such as "going up the mountain and going down the mountain" and "dancing" by Wa people every day. Tourists can wear ethnic costumes, sing and dance with ethnic actors, celebrate ethnic festivals such as Torch Festival and Water-splashing Festival, or participate in ethnic wedding customs performances, experience interesting entertainment projects such as suspension bridge, zip line, rock climbing and swinging, and taste ethnic snacks and buy colorful ethnic handicrafts in ethnic villages. 3. Forest Trekking Adventure Tour The mountainous area in the southern suburbs of Jinan belongs to Mount Tai, with dense vegetation, criss-crossing gullies, developed water system and numerous springs, including Yaoxiang National Forest Park, Panlongshan Forest Park and Lashan Forest Park. You can design and develop forest hiking adventure tourism in these forest parks. Tourists go deep into the mysterious natural space to explore and explore, which can temporarily stay away from the noisy city and is also a good way for tourists to realize their self-worth. Of course, when developing this kind of tourism products, it is necessary to do a good job in the planning of tourism routes and the construction of rural base camps in order to fully guarantee the safety of tourists. (4) Vigorously develop educational rural tourism 1. Developing rural ecological scientific research tourism can increase tourists' basic understanding of rural ecology, so that they are no longer passive tourists, but learn more about nature and cultivate their feelings for nature through more active sightseeing. Through scientific and reasonable planning, we can use the original rural eco-tourism resources in the suburbs of Jinan to develop tourism activities such as geological scientific research tour, forest popular science tour and bird watching tour. 2. Exhibition and Tourism of Agricultural Science and Technology Many agricultural science and technology demonstration projects have been established in rural areas of Jinan, such as Guo Lin Science and Technology Demonstration Park in Duozhuang Town, Zhangqiu City, Ecological Science and Technology Demonstration Park in Shuizhai Town, Pingyin County, and Facility Melon Science and Technology Demonstration Park in Taiping Town, Jiyang County. In the future project construction, its tourism function should be gradually increased, and its tourism attraction and popular science education function should be improved. We can combine traditional manual labor with high-tech agricultural science and technology exhibition, and create a natural and simple traditional agricultural landscape and a strong local flavor while fully demonstrating the achievements of modern agricultural development, so that tourists can feel the pride of advanced modern agricultural science and technology in the comparison between the two. (V) Guiding the development of cultural tourism in rural ancient towns There are still rural ancient towns in the suburbs of Jinan, among which Zhonggong Old Street in Licheng District is the representative. Zhonggong Old Street is located more than 500 meters west of Zhonggong Town Government. Laojie, formerly known as Zhongjun Village, is in a closed state with towers at both ends. There are many narrow hutongs leading to east and west in the street, and the whole old street is winding and rugged. There is a large pond more than ten meters square next to the attic at the north and south ends, which looks like dragons playing in the water and is an ideal place for geomantic omen. In ancient times, there was a post station, and the North-South Postal Road ran through it, which not only provided convenience for the government to deliver official documents, but also provided convenience for businessmen to transport goods. Therefore, as early as the Tang Dynasty, streets were gradually formed and market trade was carried out. There are many places of interest in the old street, such as the north-south attic, mosque, the final statue of white marble, ancient houses and the stone road in the old street, some of which are still well preserved. While fully protecting the historic sites of the old streets, we can make use of the ancient traditional houses to carry out the cultural experience tourism of the ancient towns, such as living in a farmhouse, enjoying the style and features of the ancient towns and understanding the cultural connotation of the ancient towns. You can organize tourists to visit the farmhouse, be guests at the farmhouse, communicate with simple and enthusiastic villagers, and experience the simple lifestyle of the residents of the ancient town. (VI) Extensive development of shopping-oriented rural tourism The suburbs of Jinan are rich in rural product resources. Many local specialties can become popular tourist commodities after processing and packaging, which provides a material basis for the development of shopping-oriented rural tourism. By studying tourists' hobbies, developing souvenirs, daily necessities, local products and special foods with different types and functions for tourists to participate in purchasing activities can enrich tourists' rural tourism experience. When developing shopping-oriented rural tourism in the suburbs of Jinan, it is necessary to develop rural tourism commodities from the following aspects: (1) series of local products, including special fruits, seafood, crops, etc., such as Licheng Hongyuxing, pingyin rose, Zhangqiu scallion, Longshan millet, Mingshui fragrant rice, Mingshui white lotus root, Fupai Ejiao, Lingyan green tea, etc. (2) Tourist souvenirs series, including special handicrafts, printed publications, souvenirs of rural attractions, souvenirs of ethnic customs, souvenirs of production tools, etc. Such as Lu embroidery, Changqing Muyu stone, black pottery, Lu embroidery, silk flower, dough sculpture, etc. (3) Special food series. Because of the different natural environment in different rural areas, different eating habits and food series have been formed. These local specialty foods are very attractive to foreign tourists and can be developed and designed as local specialty tourist commodities for sale. For example, Jinan's crispy pancakes, silk cakes, crispy rice crust, jiaozi, oil swirl and so on. These rural tourism commodities can be placed in fruit picking gardens, rural craft workshops, rural markets and other places, which are convenient for tourists to buy at any time, and strive to let tourists personally participate in the production of certain tourism handicrafts. Carrying out rural tourism shopping activities not only draws on local materials, but also highlights the participation of rural experience tourism; It can not only improve the utilization efficiency of rural tourism resources, reduce the circulation cost, but also leave good memories for tourists. (VII) Focus on developing comprehensive rural tourism in rural areas where conditions permit. Comprehensive rural tourism is to integrate and develop all kinds of rural tourism products, so that they can have the functions of sightseeing, business meetings, experience participation, popular science education, tourism and shopping, and meet the needs of tourists in an all-round way. Taking Longmen Mountain Villa, Liubu Town, Licheng District, Jinan City as an example, the mountain villa has initially established a rural tourism product system integrating farm leisure, sightseeing, picking and fishing, catering and entertainment, and summer vacation. There are almond trees in the villa, and bright apricots can be picked and tasted by tourists. There are cucumbers, eggplant, tomatoes and other vegetables in the garden under the tree. Visitors can pick at will, or they can work in the fields and try the fun of labor. Visitors can also rest in hammocks on the roadside, enjoy the cool in the bamboo forest, drink fragrant tea soaked in mountain spring water and have a peasant daughter-in-law banquet. When tourists come back, they can also buy pollution-free and pollution-free mountain eggs, mountain fish, mint buds, gray vegetables, pepper buds and other local products. Online cases are for reference only.