Study on cultural inheritance and innovation in rural tourism enabled by university student volunteer participation

Rural tourism is the embodiment of the combination of rural industry revitalization and cultural revitalization. As an important part of the conformal development of rural tourism, cultural inheritance and innovation are also facing challenges in the aspects of talent inheritance, publicity methods and content innovation. University student volunteers are as cultural inheritors, educators and innovators of rural tourism. And cultural volunteer activities also promote students in psychology level. Through an in-depth discussion on the cultural inheritance and innovation of university student volunteer participation in rural tourism, this study states that although university student volunteer participation has brought fresh vitality and innovative thinking to the cultural inheritance and innovation of rural tourism, it also faces challenges such as imperfect team building mechanism, incorrect targeted service content, single activity form, lack of in-depth thinking of tourism resources, and insufficient integration with rural revitalization. In response to these challenges, this study proposes to strengthen the institutional construction, diversification construction, depth construction and brand construction of university student volunteer participation for rural cultural tourism, so as to consolidate the cultural foundation of high-quality development of rural tourism and promote the integration of rural culture and tourism as an important force for rural revitalization.