随着国民对乡村旅游价值取向的多元化，全域旅游背景下的乡村旅游产业发展如火如荼，势头迅猛。 但制约和影响乡村旅游产业可持续发展的瓶颈问题也日渐突显。对于起步较晚、基础较差、经营主体以农民 为主的乡村旅游景区如何突破瓶颈，优质发展，是各个乡村旅游景区普遍存在的共性问题。因此本文基于企 业文化管理的理念，针对乡村旅游景区普遍存在的破坏资源、一哄而上、同质发展、GDP 导向等共性问题，构 建了景区“文化树”管理理论模型，并从微观角度提出了模型构建落地的有效途径。

With the diversification of the citizens’value orientation of rural tourism, the rural tourism industry in the context of all-for-one tourism is developing in full swing with strong momentum. However, the bottleneck problems that restrict and affect the sustainable development of rural tourism industry are also increasingly prominent. How to break through the bottleneck and develop with high quality for the rural tourist attractions with unfavorable conditions of late starting, poor foundation and mainly farmers as business entities is a common problem in all rural tourist attractions. Therefore, based on the concept of corporate culture management, this paper constructs a "cultural tree" management theory model for rural tourist attractions, aiming at solving the common problems such as resource destruction, herd behaviour, homogeneous development and GDP as orientation, and puts forward an effective way to construct and implement the model from the micro perspective.

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