Purpose/SignificanceUnder the background of the national strategy of rural rejuvenation, the paper excavates the cultural resources of rural tourism, and puts forward some countermeasures for its protection and development, which may help to promote the overall development of rural tourism economy and society.

Method/ProcessThe study carries out field investigation and oral interview in 14 villages and 2 communities of Guihua Town, Pengzhou.

Result/ConclusionThe tourist cultural resources of Guihua Town, Pengzhou are abundant, but there exist some problems such as unclear positioning of tourism image, inadequate protection of cultural heritage resources, incomplete exploitation of tourist cultural resources, imperfect supporting facilities, insufficient funds and talents, etc. Based on the investigation and analysis, the paper puts forward the image orientation as "Xishu Pottery Township, Zhang Song's Hometown". Comprehensive survey of tourist cultural resources in Guihua Town shows that effective protection, scientific planning and in-depth development should be carried out. Guihua town should be featured by Guitao pottery ceramics culture, including ceramic experience, the cultures of the Three Kingdoms, meditation culture, and three-line cultural innovation, all of which make it to be a town of comprehensive health culture and creative tourism with multi-industry, multi-node and in-depth experience.