Research on the path of high-quality development of the rural tourism industry driven by big data technology

At present, although the development of rural tourism has been studied in many aspects and angles in China’s academic circles, the research on its development mode is not sufficient, especially the case study on the selection of rural tourism development mode characterized by geographical areas is insufficient. To explore the development path of the rural tourism industry promoted by big data technology, this paper takes rural tourism development in the context of big data as the research object and measures the development efficiency of the rural tourism industry in each province of China’s rural tourism industry based on the research results of rural tourism development model at home and abroad, based on which the Tobit model with restricted dependent variables after basic regression is used to analyze the level of economic development, the provincial market size, informationization level, and government macro-control of rural tourism on the efficiency of rural tourism. The results show that the degree of influence of each variable on the efficiency of the rural tourism industry varies and varies widely. The level of economic development, government macro-regulation and control, and the level of informationization have a significant positive influence on the comprehensive efficiency of the rural tourism industry. In the evaluation of high-quality rural development, Zhejiang ranks first with 62.07772, followed by Jiangsu with 59.57594, Fujian, Guangdong, Beijing, Shanghai, Jiangxi, and Qinghai, all of which have achieved more than 50% of high-quality rural tourism development. Except for the eight provincial administrative regions mentioned above, all other provincial administrative regions have an overall rural tourism score below 50. Therefore, the promotion of high-quality rural tourism development requires consideration of various factors, cooperation, and collaboration, as well as the support of big data technology and localized planning and development strategies for the tourism industry, and the development of the rural tourism industry has a long way to go.