| Summary: | China is rich in rural tourism resources. In recent years, rural tourism has been the focus of tourism development in various regions, which has greatly promoted the development of rural economy. But at the same time, low efficiency, unreasonable development, and homogeneous tourism environment have affected rural tourism and reduced the competitiveness of rural tourism. In order to explore innovative ideas and countermeasures for the development of “big data + rural tourism,” improve the development of rural tourism economy and industry, and improve the competitiveness of rural tourism, based on related researches on rural tourism, tourism competitiveness, coordination, etc., starting from the particularity of the rural tourism system, this paper proposes the use of coordination and coupling theory to analyze the status quo of rural tourism economic industry in a certain place in Jiangxi. The interaction of efficiency and competitiveness of rural tourism, such as infrastructure, has been studied in depth. The study found that, in rural tourism, efficiency and competitiveness are positively related. The higher the environmental index, the stronger the competitiveness. When the environment and competitiveness are coordinated, the economic benefits that can be created are about 30% higher than normal. This shows that, for rural tourism to develop better, it is an indispensable condition for the coordination of competitiveness and the environment.
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