关键词: 乡村游客, 文化取向, 乡村重构, 文化建构

Abstract: In the background of coordinating urban and rural development and the process of urbanization of China， the rural culture， economy， landscape and so on is experiencing an unprecedented and unrepeatable evolution， and the cultural orientation of rural tourists is a key factor to induce the function conversion of rural production and consumption. In the aspect of culture with the global crisis of belief and value loss， rural tourism rekindled the passion of people to rebuild their ideal and hope. The cultural orientation and the media advocacy of rural cognitive image of rural tourist were generating an ideology， and were going to colonize the rural reconstruction. Construction is a twoway street， “beauty” is our hope for rural future， ecology， culture， production， life， independent， economy is our redefinition for the connotation of “beautiful village”， and it will reconstruct tourists cultural orientation. Based on historical study and investigation of several typical Chinese rural tourism destination， the paper analysis the mechanism， characteristic of the cultural orientation of rural tourists， and ways of participation and the role and influence in the rural reconstruction. Then some ideas and measures to restore Chinese rural landscape were proposed， including making the strategic direction of national rural tourism development clear， guiding the consumption concept of rural tourists， reconstructing the ideal of rural areas.

Key words: rural tourist, cultural orientation, rural reconstruction, cultural construction